So what makes The Crash different?According to the Edmonton designers behind the idea, this hotel won’t be “your parents’ hotel”. Meaning that they are targeting a younger audience with a more “connected” outlook. The newly designed Edmonton space apparently brings that all so essential community feel that Millennials and Gen Xers crave. There are communal areas for hooking up your devices, shared bathrooms, rooms with bunkbeds, lower price point. Definitely some features that appeal to the young at heart, the traveller, the price conscious. But to Millennials specifically? Why? Shouldn’t it instead be trying to capture exactly the person that I described above?
A New Millennial Thing? Not ReallyHostels do appeal to a certain niche, but they are not a new idea. According to Wikipedia, the first hostel that we’d recognize as such opened in 1912. They’ve been a unique and vibrant alternative to stuffy hotels for over a hundred years. That’s not new. At this point, it’s no longer even unique.
Whenever we try to scoop up such an arbitrary section of the population and jam them into our marketing, we risk alienating the actual core consumer we actually need to target. We run into the problem of trying to be everything to everyone, only to end up being nothing to anyone. So to The Crash Hotel in Edmonton (and to the lazy writers of Edmonton Metro), I say do your research, find your niche, and cut out this lazy over-reliance on arbitrary dates of birth to base your marketing efforts. You’ll have a better designed strategy if you do. Thoughts? Let us know in the comments below!