They're onto us

From Branding Strategy:

Andaz is squarely aimed at the maturing Generation X market. Gen X'ers are now evolving from their grungy 20th-century adolescence and rapidly becoming the major market segment for business travel. Like all great demographic segments, they demand alternative brands to those patronised by their parents - the baby boomers - especially when these boomers continue to stay in these hotels into their retirement. It is a classic dynamic targeting problem - you can't have the fathers and the sons staying at the same place.

But there is more to Andaz than simple target marketing. X'ers are notoriously uncomfortable with generic global brands and prefer to seek out local specialties and experiences instead. While their parents might prefer hotels with identicalbathrooms from Atlanta to Zurich, X'ers like to celebrate local differences. Andaz will attempt to cater to this by allowing each of its hotels to celebrate their local autonomy through different designs and offerings. Andaz will also cater to the X'er market by offering organic food and environmentally-sound operating principles.