Case Study: a leading, global hotel chain co-creates Millennial-friendly hotel concepts with Decision Analyst

Leading, Global Hotel Chain engages Millennials with Decision Analyst's top 4% to 5% Imaginators

The customer, a leading global hotel chain, faced the challenge of adapting to the preferences of Millennial travelers, who were projected to become the majority of hotel guests. They wanted to co-create distinct urban-hotel concepts focused on areas like the sleep experience and community socializing. To achieve this, they partnered with vendor Decision Analyst to utilize their Millennial Imaginators® service for ideation and concept refinement.

Decision Analyst implemented a solution using their proprietary Millennial Imaginators® community, a group of highly creative individuals. Through extended creative sessions, these Imaginators co-developed the hotel concepts, helping to identify the most appealing features, language, and marketing materials. The results provided the client with five key takeaways to make the concepts more appealing to Millennials and fine-tune their positioning. This guidance was critical for understanding the emotional and rational drivers behind booking decisions. Based on the success of the project, the hotel chain continues to incorporate Decision Analyst's Imaginators® into its innovation process.