Airbnb has over 800,000 listings in 33,000 cities, with as many 425,000 people staying on a peak night. Hilton’s new brand Canopy wants to be the best ‘local’ hotel in the neighbourhood, but can it lure back the sharing economy generation?

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?

Gone are the days where intrepid travellers would touch down on foreign soil without having any clue how to get around. In today's hyperconnected world, travellers are able to thoroughly research, itemise and plan their holidays on a level that's never before been possible.

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?