Marriott International is tapping into consumer demand for more spacious, residential-style stays with the launch of Apartments by Marriott Bonvoy.
Building on its experience with serviced-apartment brand Marriott Executive Apartments, the company’s latest apartment offering will cater to the upper-upscale and luxury segments.
Marriott says it will give travellers a greater choice, whether they are choosing to blend work and leisure or visit family and friends during their stay.
“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 Marriott International President, Stephanie Linnartz.
“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.”
The premium offering will feature a separate living room and bedroom, full kitchen, and in-unit washer and dryer. Unlike Marriott’s existing extended-stay brands, it will not provide traditional hotel services such as food and beverage, meeting spaces, and retail.
Developers will have the flexibility to build new properties or convert existing properties, with a design approach similar to the Autograph Collection and Tribute Portfolio lodging brands. The brand aims to offer guests a unique hotel experience that reflects the local nieghbourhood it resides in.
Marriott plans to bring the concept to the US and Canada and expects it to boost portfolio growth globally.
Marriott Executive Apartments has been in operation for 26 years and is now in several international markets including Asia, Europe, Middle East, Africa and Latin America.