Generation Y, today's 20-30 year olds, will make up the majority of travellers over the next ten years. It will even be the largest group of consumers ever in history, not least because the average age in all the fast-growing emerging countries is under 30. Generation Y have been used to travelling all their lives, and many have had their first passport even before their first birthday. In the light of this demographic shift, the growth potential for the Aloft brand is enormous all over the world. This generation has grown up with iPods and Ikea and expects quality design everywhere they go. Their way of being is an expression of who they are; they like to be the first to try new things and share their - pleasant - surprises. Through brands such as Mini Cooper, H&M and Jet Blue (Editor's note : an American low-cost airline with a reputation for top-quality service), these consumers have witnessed the democratisation of design. In a way, Aloft is transferring this attention to style and price from these successful brands to the hotel world.
"Generation Y expects quality design everywhere" Susanne Barfoed, EMEA
Susanne Barfoed is Vice President EMEA for the management of the Sheraton, Westin, Aloft and Element brands.
