Marriott introduces apartment brand to North America
Pictured: Marriott Executive Apartments Port Moresby.
Marriott International, Inc has launched apartment-style accommodation brand Apartments by Marriott Bonvoy.
The company expects this will enhance its portfolio growth globally and bring the serviced-apartment concept to Marriott guests in the US and Canada.
Bleisure demand
Marriott is seizing upon growing consumer interest in seeking more space for stays, propelled by the blending of work and leisure travel, and the desire among younger travellers for wider accommodations options.
The latest launch builds upon the group’s 26 years of experience with Marriott Executive Apartments, its serviced-apartment brand in Asia, Europe, Middle East, Africa, and Latin America.
High end segments
Marriott plans to introduce Apartments by Marriott Bonvoy in the upper-upscale and luxury segments, distinguished from Marriott’s existing extended-stay brands with properties that reflect the local neighbourhood for independent travellers seeking more space and residential amenities.
Apartments by Marriott Bonvoy will feature a separate living room and bedroom, full kitchen, and 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, meeting spaces, and retail.
The new brand is anticipated to offer developers the flexibility to build new properties or convert existing properties, with a design approach similar to the company’s Autograph Collection and Tribute Portfolio lodging brands, which offer consumers independent, distinguished hotel experiences.
Wider array
Stephanie Linnartz, president, Marriott International, 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.”
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ABOUT THE CHAIN
Marriott International is based in Bethesda, Maryland and encompasses a portfolio of more than 7,000 properties around the world.
