Hotel brands in cities large and small are repurposing old buildings to cater to younger travelers who place less importance on a standardized travel experience and crave the history and character of older buildings, this feature says. For U.S. hotels, rehabilitating historic buildings also often carries tax advantages, and in Europe, hotels can find financing for already-existing buildings more easily. Marriott estimates 10% to 20% of Courtyard hotels opening this year will be inside pre-existing buildings.

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