Marriott has today launched an Apartment by Marriott Bonvoy soft brand for apartment-style accommodations.
There already is Executive Apartments brand available in select cities with minimal Marriott Bonvoy points and elite night credit earnings.
You can access Marriott here.
READ MORE: Marriott Bonvoy Rate & Bonus Points Offers
Announcement From Marriott:
Marriott International Introduces Apartments by Marriott Bonvoy, Responding to Growing Consumer Demand As Travelers Increasingly Blend Work and Leisure
New offering expected to spur development opportunities globally
Marriott International, Inc., today announced its expansion into apartment-style accommodations with the launch of Apartments by Marriott BonvoyTM. 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 travelers for wider accommodations options.
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. With the introduction of Apartments by Marriott Bonvoy, the company expects it will enhance portfolio growth globally and bring the serviced-apartment concept to Marriott 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,” 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 plans to introduce Apartments by Marriott Bonvoy in the upper-upscale and luxury segments, distinguished from Marriott’s existing extended-stay brands, with distinctly designed products that reflect the local neighborhood for independent travelers seeking more space and residential amenities. Apartments by Marriott Bonvoy 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. 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, which offer consumers independent, uniquely distinguished hotel experiences. Apartments by Marriott Bonvoy will be backed by Marriott’s powerful reservations engine and Marriott Bonvoy, the company’s award-winning travel program with 173 million members.
Among travel consumers and Marriott Bonvoy members, there is a growing desire for premium accommodations that provide home-like amenities as travelers 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 home-like feel.
Information On The Development Website:
Marriott International has been in the serviced apartment business for 25+ years with the Marriott Executive Apartments brand. Our experience managing and operating Marriott Executive Apartments internationally taught us a lot about our guests and their evolving preferences. Building off those learnings, Marriott International is excited to announce the launch of Apartments by Marriott Bonvoy, a new opportunity for our owner and franchise partners.
Apartments by Marriott Bonvoy is a soft brand approach to serviced apartments that allows owners the flexibility to build, convert and design independently premium branded residential units and take advantage of Marriott’s distribution and loyalty program at the same time. The brand experience is designed for travelers who enjoy unique, local experiences, but don’t require all the services and amenities associated with a traditional premium hotel.
- Premium spanning into luxury
- Mix of 1-, 2-, 3- Bedrooms (varies by market, studio/penthouse option)
- Full kitchen, i.e., oven, dishwasher, stove, refrigerator
- Washer/dryer in unit
- Public space: Welcome lounge, gym, and host desk (F&B and meeting space not required)
- Light staffing model, e.g., 1 host, weekly housekeeping
Owner Friendly Development Model:
- Attractive investment opportunity
- Meets the needs of evolving consumer preferences
- Multi-unit residential product with design focus
- Flexible design standards suitable for conversion opportunities
- Primarily franchised model (North America)/ Managed model available
- Shorter agreements offer market competitiveness
- Light staffing model delivers operational efficiencies and cost savings
As this is a soft brand, it allows the developers to market them under their own brands and have an “Apartments by Marriott Bonvoy” designation.
It is unclear if these will be exclusively available through the Marriott distribution channel or if they follow the Homes & Villas model that allows them to be marketed and sold under various platforms.
I guess that this means even more overlap with Airbnb, VRBO, and the like.