Watch out Airbnb! Here comes Marriott’s home rental platform
Homes & Villas by Marriott International, a new home rental initiative
Marriott follows its successful London pilot with fully fledged international home rental arm
Marriott is going head-to-head with home rental giants Airbnb in a move that has been over a year in the making. The hotel goliath has announced the launch of its very own home rental platform Homes & Villas, an expanded, consolidated and independent version of the trial Tribute Portfolio Homes. We find out more.
Marriott dives deep into home rental
Marriott is not known for doing things by halves. So it is no surprise that when the group decided to launch its new home rental platform, it did so with a fully formed offering made up of over 2,000 homes in 100 destinations worldwide.
The brand, if it is to be so called, is named Homes & Villas, and builds on Marriott’s pilot Tribute Portfolio Homes scheme that ran in London through 2018. Tribute was a collaboration with British property management company Hostmaker, who were instrumental in building Marriott’s confidence in this sector, but will not be involved in the Homes & Villas venture.
Marriott will continue to use the same business model it developed with Hostmaker for Tribute, and implement what it learned through the partnership about consumer data and customer demand.
Homes & Villas takes Marriott into new markets
Homes & Villas is a curated offering of luxury properties across the globe. What Marriott learned from the Tribute pilot was that guests staying in these properties were staying an average of 5.1 nights, triple a normal hotel stay, and that over 90% of the guests who booked were part of the Marriott’s Bonvoy loyalty program.
This was enough for Marriott to get a sense of what guests were looking for, and even before the pilot had ended, it increased from 200 homes in London to over 340 properties in four European destinations. This bode well for the jump from Tribute to Homes & Villas, and the platform is starting off with an impressive 2,000 plus homes in over 100 destinations across the United States, Europe, the Caribbean and Latin America. 40 of Marriott’s markets with Homes & Villas are completely new to the group, and include such luxurious and prestigious destinations as Amalfi Coast in Italy, North Lake Tahoe in California, Saint-Tropez, France, and St. Barts.
Booking and benefits
Guests who wish to avail of Marriott’s newest and most highly anticipated collection of properties can do so via the Homes & Villas website. The booking system for Homes & Villas will behave more like a travel operator or Airbnb site, where Marriott is working with a variety of property management companies, who will pay Marriott a fee to be featured on the site.
“The launch of Homes & Villas by Marriott International reflects our ongoing commitment to innovation as consumer travel needs evolve,” said Stephanie Linnartz, Global Chief Commercial Officer, Marriott International. “What started out as a pilot a year ago is now a global offering, providing our guests with the space and amenities of a home backed by a trusted travel company, and the very best in loyalty benefits.”
Let’s take a look at a few other projects currently underway by Marriott:
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