Staying Power: Millennial Travel Behavior, Instagram Use, and Sustainable Hotel Design for Cities

Erin M. Colwell

This research is an examination of sustainable hotel design rooted in environment and human behavior theory. The specific intent is to investigate the relationship between Millennial travel behaviors, hotel environments, and social media; specifically interior elements which may strongly influence shared travel experiences on Instagram. Sustainable design must address human needs while aligning economic, social, and environmental prosperity. Hospitality design is currently addressing the issue of sustainability with eco-friendly materials and concepts but these measures are not enough. Millennial behaviors are now a concentration for the way we design environments including hotels. Social media provides influential power shaping Millennials’ travel based on content posted by their peers. The industry must consider this trend to deliver truly sustainable urban environments. Millennials are more environmentally conscious, social, and active than preceding generations. Social media, particularly Instagram, is an overlooked dynamic. The thesis statement of this research declares Millennial travel behavior is affecting the design industry’s approach to sustainable hotel interiors through Instagram content. The E-B theories of Place Attachment and Choice & Control are foundational for Millennial behavior demarcation. Boutique and business hotel categories are the units of analysis for evaluation. Human-environment categories are examined with interior elements which influence Millennials to share their travel experiences on Instagram. A multiple case study of ten US hotels frames the research to compile qualitative data for examination. The design consists of an online cross-sectional survey of Millennial hotel guests. Business cards describing the study, participant qualifications, hashtag for image tracking, QR code for survey access, and incentive will be distributed by random selection in public spaces of hotels. This research ultimately intends to explore how Instagram imagery can influence people in a way that can be practically applied, expand current knowledge, propose adaptation techniques for existing hotel brands, and promote sustainable urban environments.

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