The importance of innovation as the essential driver of sustained success has been amply demonstrated in the hotel industry. Most hotel innovation research has focused on technological innovation, while few studies have attempted to investigate how hotels market innovative experiences (Orfila-Sintes & Mattsson, 2009). Furthermore, even fewer studies have explored the hotel innovation experience for Millennial consumers. Hence, this research explores how hotels market a brand image portraying innovative experiences. The research adopts a qualitative methodology and uses content analysis to analyse the data. The results show how hotel operators use experience innovation to appeal to the Millennial generation.