Vaunted brand names like Marriott, Starwood, Hilton, and Hyatt have given way to Andaz, Aloft, Curio, Canopy, and Moxy. Despite sounding oxymoronic, the terms "consistent," "dependable," and "predictable" (read: cookie-cutter) at one time were unique selling propositions. Now those descriptors have become toxic. Driven by the evolving demands of a younger, hipper, better educated and tech savvy consumer, terms like chic, unique, customised, curated, and personalized are what differentiate the hospitality product these days. Across the full spectrum of the hospitality sector – design, brand marketing, packaging, and promotion – if you want to get the attention of today's traveler, you have to answer their question: "What have you got for ME?"