Digital services such as Yelp, Google Maps and TripAdvisor are helping to inform travelers and turn them into urban explorers, according to a Millward Brown survey. Hotel chains are responding by moving their messaging away from offering the comforts of home to finding new experiences. Red Lion Hotels recently rebranded under a "Local. Wise." tagline and created tailored microsites for each of its properties. "We found that the millennial group cares more [about a place] being interesting than being comfortable," said Red Lion's Harry Sladich.

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