From Blu to hotels , the latest crop of hotel names features bold and unexpected word ##play . It 's part of the hospitality industry 's aim to target millennial psychographic and trademark their brands . Hotel hotels by Starwood was among the pioneers of this trend , opening its first hotel in 1998 .
From Blu to Vib , the latest crop of hotel names features misspellings and unexpected word usage . It 's part of the hospitality industry 's aim to target millennial psychographic and trademark their names . W Hotels by Starwood was among the pioneers of this strategy , opening its first hotel in 1998 .