Marriott, Accor, Hyatt chase India's Gen Z 'vibe' economy with lifestyle-led hotel formats
Global hotel majors are pivoting India strategy toward lifestyle brands aimed at Gen Z and millennials—shrinking rooms while expanding vibrant lobbies, F&B and social spaces to capture community-driven spend. The shift signals a structural rethink of hotel economics around experience over square footage.
Global hotel chains Marriott, Accor and Hyatt are reshaping India strategy with lifestyle-led formats targeting Gen Z and millennials—smaller rooms paired with vibrant lobbies and social spaces to drive F&B revenue and community engagement.