THE CHALLENGE

Millennials, a generation with a broad range of ages and personalities, are not utilizing hotels as much as other generations post-pandemic, so how do we attract millennials, from all walks of life, to the W for their next vacation or staycation? 

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THE SOLUTION

Position the W as the hotel that has everything.

Bold design, personalized service, and direct access to Boston’s best, whether you’re working, exploring, or going out.

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THE INSIGHT

Millennials want flexibility, spontaneity, and vibes. They’re looking for places that fit into their lives, not the other way around.

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TRENDS THAT INFORMED THE STRATEGY+INSIGHT

• Millennials are seeking hotels that offer seamless access to local experiences

• They want flexibility: work during the day, party at night

• Convenience matters—they want hotels that support their routine and their adventure

Takeaway: The best hotel isn’t just where you sleep—it’s where you start your night, plan your day, and keep your rhythm on the road.

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KEY MESSAGE

The W Boston complements any trip you have planned in the city.

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BRAND POSITIONING STATEMENT

For the millennials who want a personalized, bold, and limitless travel experience, the W Boston is the hotel that uniquely provides a redefined, personalized, and luxurious stay to ensure whatever type of experience the traveler wants due to our combination of cutting edge design and insider access to various amenities and local hotspots.  

 

CREATIVE BRIEF SNAPSHOT

• Goal: Increase hotel bookings by millennial single or couple travelers by 25%, and shift the perception of the W Boston as a regular luxury hotel, to a hotspot for all things Boston.

• Target: Single, couple, or group travelers, younger millennials 25-35. When they travel they want to experience the location as a local- they want to be in the know- seeking out authentic and personalized experiences based on their likes. They value good customer service, personalization, and a little bit of luxury in their hotel stays.

• Problem: Lots of hotels are available in Boston. The W is seen by locals as a place to grab a drink or a bite to eat before continuing the rest of the night.

• Action: The audience should think that the W is the best hotel in Boston, no matter what their plans are for the city. 

• Insight: Millennials want flexibility, spontaneity, and vibes. They’re looking for places that fit into their lives, not the other way around.

• SMP: The W hotel complements any trip you have planned in the Downtown Boston area.

• Support: The W is the perfect balance of luxury, comfort, and energy. Its location makes it easy to explore the city during the day and party hard at night. Whether you’re single, coupled up, chill, or chaotic. The W is where Boston begins.

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