Look out, Airbnb: Marriott International is expanding into apartment-style accommodations with the launch of Apartments by Marriott Bonvoy.
In a statement, the company said it was “seizing upon growing consumer interest” in more space for stays, propelled by the blending of work and leisure travel, and the desire among younger travelers for wider accommodations options. 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 home-like feel.
The new segment will build on Marriott Executive Apartments, the company’s serviced-apartment brand with a presence in Asia, Europe, Middle East, Africa and Latin America. Apartments by Marriott Bonvoy aims to bring the serviced-apartment concept to the U.S. and Canada. The company has not yet announced where the first properties will be.
Marriott plans to introduce Apartments by Marriott Bonvoy in the upper-upscale and luxury segments. It will be distinguished from Marriott’s existing extended-stay brands with products that reflect the local neighborhood. Apartments by Marriott Bonvoy will have a separate living room and bedroom, a full kitchen and in-unit washer and dryer. Unlike Marriott’s existing extended-stay brands, the apartments will not provide some traditional hotel services such as food and beverage, meeting spaces and retail facilities.
Developers will be able to build new properties or convert existing ones with a design approach similar to the company’s Autograph Collection and Tribute Portfolio lodging brands. Apartments by Marriott Bonvoy will be backed by Marriott’s reservations engine and Marriott Bonvoy, the company’s travel program, which has 173 million members.
What they said
Stephanie Linnartz, president, Marriott International, said: “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. 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.”