Marriott International is expanding into apartment-style accommodations with the launch of Apartments by Marriott Bonvoy.
The company is seizing upon growing consumer interest among families and friends seeking more space for stays, propelled by the blending of work and leisure travel, and the desire among younger travellers for wider accommodations options.
Starting out in the US and Canada, Marriott plans to introduce Apartments by Marriott Bonvoy in the upper-upscale and luxury segments, aimed at independent travellers seeking more space and residential amenities.
The new product 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.
“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,” said Stephanie Linnartz, president or Marriott International.
Among travel consumers and Marriott Bonvoy members, there is a growing desire for premium accommodations that provide home-like amenities as travellers combine work and leisure trips to reconnect with family and friends.
According to Phocuswright research, three of the top five reasons for selecting an apartment-style rental are more room or space, access to a full kitchen and laundry, and a home-like feel.
The hotel giant is looking for developers to kickstart the new brand, offering 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, uniquely distinguished hotel experiences.
Apartments by Marriott Bonvoy will be backed by Marriott’s reservations engine and Marriott Bonvoy, the company’s award-winning travel program with 173 million members.
