Marriott International, Inc. has introduced its apartment-style accommodations, Apartments by Marriott Bonvoy. The company has seized the opportunity to expand into apartment-style accommodations to meet the growing consumer demands among those wanting more space for stays while they blend work and leisure travel.
Marriott is adding to its 26 years of experience with Marriott Executive Apartments, its serviced-apartment brand in Asia, Europe, the Middle East, Africa, and Latin America. With the launch of Apartments by Marriott Bonvoy, the hospitality company hopes to enhance its portfolio growth globally and bring the serviced-apartment accommodation to guests in the U.S. and Canada.
“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,” Stephanie Linnartz, President, Marriott International stated. “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 aims to offer Apartments by Marriott Bonvoy in the upper-upscale and luxury segments. However, the intention is to set it apart from its existing extended-stay brands by offering more of a residential vibe to independent travelers.
Apartments by Marriott Bonvoy will provide guests with a separate living room and bedroom, a full kitchen, and an in-unit washer and dryer. The apartments will not have traditional hotel services such as food and beverage, meeting spaces, and retail, Marriott’s website reads.
Developers will have options when it comes to building new properties or changing existing ones for Apartments by Marriott Bonvoy.
There will be a design approach used similarly in style to the Marriott’s Autograph Collection and Tribute Portfolio lodging brands. Apartments by Marriott Bonvoy will also use Marriott’s powerful reservations tool and Marriott Bonvoy, the company’s award-winning travel program that consists of 173 million members.
Home-like lodging is increasing in popularity among travelers as many seek to combine work and leisure trips to reconnect with family and friends. According to Phocuswright research, three of the top five reasons travelers book an apartment-style rental are more room or space, access to a full kitchen and laundry, and a home-like feel.