Most hotels try to keep people in them for long periods of time, but the Assembly hotel brand focuses on millennial travelers and their need to make the most of their trip. Partnering with branding agency Ragged Edge, the design of the hotel urges guests to explore the city. To do this, the Assembly hotel brand did away with mini bars, toweling robes, and TVs, in favor of comfortable beds, showers, sound-proof rooms, Wi-Fi, and unmatched locations.
The identity of the hotel was designed in direct opposition to the inoffensively bland aesthetics of other hotel brands and is built around the bespoke "Assembled" typeface used by the Assembly hotel brand. This new font was carefully designed to encompass the diverse range of experiences near the hotel while still being a visual representation of the brand.
Exploration-Focused Hotels
The Assembly Hotel Brand Encourages Millennial Travelers to Explore
Trend Themes
1. Exploration-focused Hotels - Disruptive innovation opportunity: Design hotels that prioritize experiential travel and encourage guests to explore the city.
2. Millennial Travelers - Disruptive innovation opportunity: Develop travel experiences and accommodations specifically tailored to the preferences and needs of the millennial demographic.
3. Unconventional Hotel Amenities - Disruptive innovation opportunity: Create hotel experiences that replace traditional amenities with more essential and technology-centric offerings, such as comfortable beds, sound-proof rooms, and reliable Wi-Fi.
Industry Implications
1. Hotel and Hospitality - Disruptive innovation opportunity: Rethink the concept of traditional hotels by focusing on experience-driven accommodations that cater to the desires of modern travelers.
2. Branding and Marketing - Disruptive innovation opportunity: Collaborate with branding agencies to create unique identities and visual representations that differentiate hotel brands from the competition.
3. Travel and Tourism - Disruptive innovation opportunity: Identify and capitalize on the evolving preferences and behaviors of millennial travelers, who seek authentic experiences and a sense of adventure in their journeys.