Marriott launches apartment-style accommodations in North America

Marriott International is expanding its portfolio of serviced apartments with the launch of “Apartments by Marriott Bonvoy” in the United States and Canada, putting itself more directly in competition with short-term rental companies.

For nearly three decades Marriott has had the Marriott Executive Apartments brand in Asia, Europe, the Middle East, Africa and Latin America.

Now it will introduce serviced apartments in the U.S. and Canada, targeting the upper-upscale and luxury segments, with properties that include full kitchens, an in-unit washer and dryer and living areas separated from the bedroom. But unlike Marriott’s existing extended-stay brands, these properties will not provide traditional hotel services such as food and beverage, meeting spaces and retail.

“Travelers 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,” says Stephanie Linnartz, president of Marriott International. 

“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 says its Bonvoy members have expressed a “growing desire for premium accommodations that provide home-like amenities as travelers combine work and leisure trips to reconnect with family and friends.” 

Phocuswright research reflects that idea, with three of the top five reasons for selecting an apartment-style rental being more room or space, access to a full kitchen and laundry and home-like feel.