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.
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“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.
The Phocuswright Conference 2022
EXECUTIVE PANEL: Hotels - Holding the Line
featuring Drew Pinto, Marriott's global officer for sales, distribution and revenue management