Choice Hotels is the latest hospitality giant looking to make inroads in capturing the loyalty of Millennial travelers and has employed several methods to find out what they're looking for out of hotels.

The Rockville-based hotel company recently conducted a survey of 1,000 adults in conjunction with the Center for Generational Kinetics and counted 420 Millennials among the respondents. Among the findings, 43% of Millennials want to receive instant access to their first benefit for joining a hotel rewards program. Another 69% are more interested in freebies like sandwiches, snacks or breakfast as opposed to rewards points.

This past summer, Choice employed the “Ultimate People Person,” who was tasked with tweeting her way around Choice Hotel properties, presumably in a bit to capture the attention of Millennials. It’s estimated that 50% of travelers will be Millennials by 2020. DC will have no shortage of residents included among the 50% as 38.2% of area residents are between the ages of 16 and 35 years old. Steve Joyce, CEO of Choice Hotels, will be a featured speaker at next week's Bisnow Lodging Investment Summit. [WBJ]