Hotels have been around for a long time. While there are many very nice hotels, entrepreneur Nick Jones (not to be confused with Nick Jonas) decided to reinvigorate the hotel industry. He created the SoHo House–a private club that owns buildings in many cities around the world.
Membership is cheaper for people under 27, and includes private access to rooms in the hotel, priority lodging, and more. The club provides a great way for millennials to come together to network or hang out. It attracts many creatives, and creates a homey atmosphere for travelers.
SoHo Houses around the world also have public lobbies and restaurants, which attract non-members and generate interest. They use Instagram as a main marketing tool, which targets their audience: millennials.