The move will capitalise on demand from younger travellers for more varied accommodation options
Marriott International has announced its expansion into apartment-style accommodation with the launch of Apartments by Marriott Bonvoy.
With the rise in popularity of home rental brands such as Airbnb, Marriott is seizing upon the growing consumer interest in holiday stays with more space and functionality, propelled by the blending of work and leisure travel.
According to Phocuswright research, three of the top five reasons for selecting an apartment-style rental are more space, access to a full kitchen and laundry facilities, and a more homely environment.
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With 26 years of experience in operating Marriott Executive Apartments (Marriott's serviced-apartment brand in Asia, Europe, Middle East, Africa and Latin America), the introduction of Apartments by Marriott Bonvoy will now bring the serviced-apartment concept to Marriott guests in the US and Canada.
Speaking about the Group’s portfolio expansion, Marriott International president Stephanie Linnartz said: “Travellers planning vacations and long business trips today are seeking more choice in accommodations, and the introduction of Apartments by Marriott Bonvoy responds to those trends while offering developers a premium product backed by our trusted name and distribution platform.
"With Apartments by Marriott Bonvoy, guests will be able to shop a wider array of accommodation options within the Marriott Bonvoy portfolio, growing their loyalty to the portfolio and its range of brand offerings.”
Marriott plans to introduce Apartments by Marriott Bonvoy in the upper-upscale and luxury segments. Apartments by Marriott Bonvoy will feature a separate living room and bedroom, full kitchen, and an in-unit washer and dryer, but will be differentiated from Marriott’s existing extended-stay brands by not providing certain traditional hotel services, such as food and beverage outlets, meeting spaces and retail options.
For developers, Apartments by Marriott Bonvoy will offer the flexibility to build new properties or convert existing properties, with a design approach similar to the company’s successful Autograph Collection and Tribute Portfolio lodging brands, which offer consumers independent, uniquely distinguished hotel experiences.
To learn more, prospective developers can visit www.hotel-development.marriott.com