This article about Marriott Hotels being aware that Millenials are an entirely different different type of customer, and one that they don't necessarily attract is fascinating. I love both the awareness ... and the experimental response. Have a read
"millennials need to be convinced of the value of a product or an organization through storytelling. Millennials value companies that have a powerful vision and a distinct point of view on the world. They also appreciate it when companies have strong connections to the local community--and they are more impressed by raw entrepreneurial talent than in the mighty displays of wealth and power by big corporations"