The younger generation of travelers is getting more attention from top hotel chains, with Holiday Inn Express and Marriott Hotels and Resorts launching marketing campaigns dedicated to capturing demand from this increasingly lucrative segment. Marriott's "Travel Brilliantly" campaign and the "Smart Thinking" campaign by Holiday Inn Express are focusing on social media and other online channels frequented by Generation X and Generation Y travelers. The campaigns highlight the technological amenities offered by each brand that are aimed at improving the efficiency of today's tech-savvy business travelers.

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