Courtyard by Marriott, the largest brand within the world's biggest hotel chain, has launched an advertising campaign that celebrates the values it shares with Gen Y, aiming to seize upon a newer, younger demographic of travellers that currently shies away from staying in chain hotels.

Social media – in particular, image-led sites such as Instagram – and the rise in the ‘experience economy’ have had a massive impact on the modern hospitality industry. But why are shareable experiences so highly treasured and how has this changed the way people view and use hotels?

Yoshino Cedar House is a community-run Airbnb that’s attracting travellers to the remote Japanese village of Nara. As Airbnb comes under fire for its negative effect on dense urban living spaces, it’s helping find sustainable ways to encourage people to visit rural areas.

Even with a range of accommodation options on the market – from boutique B&Bs to serviced apartments and the rise of Airbnb – UK hotel chains are standing firm by providing consistency of service and amenities. But what do consumers want from a hotel stay and why do they choose hotel chains?