Design on the Edge

Flexibility. Connectivity. Fluidity. Sensitivity. These are key concepts that guide hospitality designers and architects in their efforts to appeal to the Gen X traveler. But wait-these concepts aren't for just the young and hip. In fact, if there's a recurring theme among designers and hoteliers discussing Gen X and design, it's this: the line between generations is blurring. And while there are differences in experience and outlook, common needs and desires define the hotel experience.

"We as marketers have a tendency to put people in boxes-the Boomers, the Gen Xers, the Ys, and I think that's for convenience purposes," speculates Jim Anhut, senior vice president, brand development, InterContinental Hotels Group. "But regardless of their chronological ages, our guests think like Gen Xers. We target the Gen X psychographic versus the Gen X demographic. And internally, we've had some fun with it: all of our guests are 35; whether chronologically or not, at 55 they're jumping out of airplanes and learning how to snowboard and climb mountains."