While luxury brands move away from the ‘stuffy’ traditions, a new breed of hotels that spans the entire price spectrum is competing to meet the needs of the digitally dependent Millennials. But how is such a long-standing industry redefining itself to meet the needs of Gen Y?

The stereotypical image of a holiday masks a much larger variety of desires and options, connected to states of mind, emotions, personal interests and idea of leisure and enjoyment. How much do we still identify with white sands and blue sea?

The smartphone is rapidly becoming a traveller's essential companion before, during and after a trip. And meeting people's expectations when on holiday, Virgin Hotels has introduced Lucy – a mobile app that allows guests to integrate it into their hotel experience.

Amongst the selfies and scenic sunrises, people love to post picuress of infinity pools and extravagant hotel suites on Instagram. Shares on social media are great free advertising for hotels, and now luxury hotel Conrad wants guests to book a room via the most visual social network.