Sustainable wood skyscrapers redefine U.S. skylines, Gen Z and millennials are booking more cruises, and Windham Mountain Club aims to become a year-round destination. All that and more in this week’s Five on Friday.
Young travelers lean into cruising
Photo courtesy of Adobe Stock
Cruise lines are putting more focus on attracting Gen Z and millennials travelers, who now represent a significant portion of the cruise market. According to USA Today, Royal Caribbean reports that half of its passengers fall within these demographics, which represent the brand’s fastest-growing segment. This shift is driven by the appeal of shorter, more flexible itineraries—such as two- to five-night cruises—which cater to the preferences of younger consumers seeking convenience and variety. Additionally, cruise lines are enhancing onboard experiences with diverse dining options, social media-friendly activities, and entertainment that resonates with a younger audience. “There’s this outdated idea of cruising only appealing to older demographics, but there’s a product within the industry for everyone,” says Michelle Bentubo, chief operating officer at Virgin Voyages.
The rise of mass timber
The BIG-designed Makers’ KUbe, a mass timber learning hub at the KU School of Architecture & Design; rendering courtesy of Bjarke Ingels Group + Kilograph
Mass timber is reshaping America’s skylines, offering a sustainable alternative to traditional construction materials. Developers and architects are increasingly opting to use mass timber for its environmental benefits, cost-effectiveness, and aesthetic appeal, Metropolis writes. Notably, the T3 series of buildings, developed by Hines and designed by DLR Group, showcase this trend. These projects, located in transit-connected neighborhoods, blend modern wood structures with local history and craftsmanship. The upcoming 32-story Edison building in Milwaukee, meanwhile, aims to become the tallest mass timber structure in the Western Hemisphere, highlighting the growing ambition in timber architecture. As building codes evolve, mass timber is poised to play a significant role in sustainable urban development.
Windham Mountain’s luxe-yet-controversial $70 million revamp
Windham Mountain in New York; photo courtesy of Adobe Stock
The former Windham Mountain and Windham Mountain Resort, now Windham Mountain Club, is amidst a major reinvention. Acquired in 2023 by Kemmons Wilson Jr., whose father founded Holiday Inn, and Sandy Beall, founder of the Ruby Tuesday restaurant chain and Tennessee’s Blackberry Farm, the Upstate New York property is undergoing a $70 million capital improvement plan that would position it as a year-round, semiprivate resort with an abundance of luxury amenities. Backlash ensued following the project’s announcement, largely due to the rollout of a $200,000 initiation fee and $9,000 annual dues—a drastically higher price point than its predecessor, reports Bloomberg. Ownership has responded by enhancing its public programming and committing to donate $100,000 annually to the Windham Foundation and other local nonprofits while expansion and enhancements are simultaneously rolled out, including the 5,000-square-foot spa that debuted in December.
Baby boomers boost the hospitality workforce
Photo courtesy of Adobe Stock
In the UK, a growing number of over-50s, like former prison director Trevor Wilson Smith, are returning to work in hospitality, drawn by flexible hours, social interaction, and the chance to stay active. Wilson Smith, now a concierge at Swinton Park Hotel, exemplifies this trend, working two eight-hour shifts a week, according to Financial Times. The sector, once known for its demanding culture, is evolving to accommodate older workers, offering roles with less physical strain and more variety. Companies like Fuller’s and London Rock Partners are adapting recruitment strategies to attract this demographic, finding older staff boost retention, customer service, and intergenerational team dynamics.
Specifying 101: HD University returns to Las Vegas for its third year
Dionne Jefferson, Marriott, was part of the casegoods module at HD University 2024; Photo by PWP Studio
HD Expo + Conference 2025 is just around the corner! Head to Las Vegas a day early to take part in HD University, an annual pre-conference day designed to help attendees spec smarter. In collaboration with the International Society of Hospitality Purchasers (ISHP), the product bootcamp features five training modules with leading executives representing the entire scope of a project—A&D, brand, ownership, purchasing, and manufacturers—who will delve into the ins and outs of specifying casegoods, fabric, flooring, lighting, and surfaces. Learn more and register now.
