Marriott has unveiled plans to expand its
presence in the serviced apartment sector with the launch
of Apartments by Marriott Bonvoy.
The company is aiming to tap into the
growing interest among families and friends who want more space
for stays, propelled by the blending of work and leisure travel.
Serviced apartments have long been popular with
travellers in the know, as they normally provide more space, a fully equipped kitchen or kitchenette, and a washing machine for laundry, all of
which help to provide guests with a more enjoyable stay and home-like feeling.
“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,” said Stephanie Linnartz, President, 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 is building upon its 26
years of experience with Marriott Executive Apartments, its
serviced apartment brand in Asia, Europe, Middle East, Africa and
Latin America.
Apartments by Marriott Bonvoy will be introduced in the upper-upscale and
luxury segments, and will be distinguished from the company’s existing
extended-stay brands by not providing certain traditional hotel
services such as food and beverage, meeting spaces and retail.
They will, however, still feature a separate
living room and bedroom, full kitchen, and in-unit washer and
dryer.
Apartments by Marriott Bonvoy is
anticipated to offer developers the flexibility to build new
properties or convert existing properties, with a design approach
similar to the company’s successful Autograph Collection and
Tribute Portfolio lodging brands.
Apartments
by Marriott Bonvoy will also be backed by Marriott’s powerful reservations engine and Marriott Bonvoy, the company’s
loyalty program with 173 million members.
