Hotel developers are getting more leeway from brands in creating unique, eye-catching aesthetics for new properties. The trend is aimed at capturing demand from the millennial travel generation, which values individuality over conformity. "Millennials are looking for something unique," said Amy Hulbert, a director at Best Western International. "They're reading TripAdvisor. They're online looking at pictures. They're looking for something that makes the hotel special. They want to post a picture of it on Facebook and say, 'Look what I saw,' at such and such property."