Nelson said hotels are designing structures with wide open lobbies and no barriers in between restaurants and bars. Some lobbies provide hotel staff with iPads in hand to provide check-in services. Hotels will also coordinate special events geared toward millennials such as concerts or speaker series and staff picks showcase local hotspots.

Within the rooms, some hotels are eliminating the full room service menu, instead offering grab and go items in the lobby. And, local artisans are featured in the selection of toiletries and linens.

Tomorrow, Gardere will co-sponsor the Dallas Hotel Conference, with Nelson and Cliff Risman, Gardere partner representing luxury and boutique hotel and resort brands, participating as panelists and presenters. On the agenda are topics including market updates, the capital markets, government affairs updates and a state of the industry update.

DALLAS—At the recent annual Lodging Conference, Steve Cohen, vice president, research and insights, MMGY Global, recently discussed millennials' hotel preferences in the session, From Main St. to Wall Street. With 84 million millennials and 78 million Baby Boomers, hotels have ramped up brands and concepts geared specifically to the younger set, he said.

The Hilton and Marriott brands are at the top of the list for millennials, and Cohen mentioned loyalty programs with more instant gratification membership perks that are millennial-centric. Also, location and VIP treatment are valued by 61% of millennials.

Attorney Cynthia Nelson, partner and chair of the Gardere hospitality team, spoke with GlobeSt.com about the millennial influence, echoing the view that brands are tailoring offerings toward that demographic.

“There are more hotels aimed at millennials,” Nelson told GlobeSt.com. “There are brands such as Hyatt Centric, Renaissance Red and Moxy by Marriott, for example. If those brands appeal to millennials, it is believed the older traveler will come.”

Nelson said hotels are designing structures with wide open lobbies and no barriers in between restaurants and bars. Some lobbies provide hotel staff with iPads in hand to provide check-in services. Hotels will also coordinate special events geared toward millennials such as concerts or speaker series and staff picks showcase local hotspots.

Within the rooms, some hotels are eliminating the full room service menu, instead offering grab and go items in the lobby. And, local artisans are featured in the selection of toiletries and linens.

Tomorrow, Gardere will co-sponsor the Dallas Hotel Conference, with Nelson and Cliff Risman, Gardere partner representing luxury and boutique hotel and resort brands, participating as panelists and presenters. On the agenda are topics including market updates, the capital markets, government affairs updates and a state of the industry update.