June 13, 2016

‘Millennials are so last year’: How Yotel is marketing capsule hotels


While many brands chase Gen Y with varying results, Yotel, one of the world’s fastest-growing hotel chains, is done with millennials. The company is heading away from the age thing; those traditional demographics just don’t work any longer.

The firm, started by Yo Sushi founders Simon Woodroffe and Gerard Greene in 2008, builds quirky capsule hotels targeted at “digital naturals” who are always online. Initially, that meant a younger clientele. But looking at data from Google Analytics and customer surveys, there’s nothing about Yotel’s customer profile (tech-savvy, independent travelers) that is age specific.

“We’re heading away from the age thing; those traditional demographics just don’t work any longer,” Fergus Boyd, Yotel’s digital and IT director, told Digiday ahead of his talk at Forrester’s Digital Transformation Forum. “The concept of millennials, as we say in the office, is so last year.”

Get the full story at Digiday