Marriott International Vice President, Hotel Development, Australia, NZ and Pacific, Richard Crawford.
Richard Crawford, Marriott International

The move to take the Courtyard by Marriott and Four Points by Sheraton brands outside of the Sydney CBD was generated by the brand’s highly versatile appeal with a wide variety of guest demographics, says Marriott International.

Speaking exclusively to HM, the company’s Senior Director of Hotel Development, Australia, New Zealand and Pacific, Richard Crawford, said the appeal of the Courtyard by Marriott and Four Points brands extended beyond their global networks for both developers and guests.

“Crucial to success in locations outside capital city CBD’s, Courtyard by Marriott and Four Points by Sheraton cater to a broad range of visitors, including corporate, leisure, VFR and MICE markets,” Crawford said.

“This positioning gives comfort to developers of metropolitan hotels, as a sound business mix, underpinned by Marriott’s global distribution platforms and leading loyalty program, is the bedrock of success for our non-CBD hotels.”

Marriott International this week announced the introduction of two of the company’s major brands – Courtyard by Marriott and Four Points by Sheraton – will venture well outside the Sydney city boundaries for the first time. The company already operates a Courtyard by Marriott in North Ryde, just north of the Sydney Harbour Bridge.

“Each brand enjoys a dominant competitive position in the upscale select-service space, which is one of the hotel industry’s fastest-growing segments,” Crawford added.

“For developers, select-service hotels require less gross floor area, and for hotel guests, this translates to competitive nightly rates and greater value for money, whilst receiving all the benefits of staying with a trusted global brand.”