The New York Times carried a piece on the problem hotels face in trying to satisfy both Gen X and baby boomer business travelers.

GenX wants hip (W) while boomers want classic (Ritz). GenX’ers are becoming increasingly important, the classic brands know this and are trying to graft onto their preferences without losing their core demographic.

The gap isn’t just manifesting itself at the higher ends of business travel, either — Starwood is introducing a less-expensive version of a W to compete with the Hilton Garden Inn and Marriott Courtyard product (something that their Four Points brand fails at miserably).