Apartments By Marriott Bonvoy: new brand concept
Wish Marriott had more brands…never said anyone. But that doesn’t stop Marriott from announcing its new accommodation concept. I’m cautiously excited about it, even though I feel like it doesn’t need another brand new.
Marriott is getting into the apartment business…again?
Marriott announced its expansion into apartment-style accommodations, with the launch of Apartments by Marriott Bonvoy. Marriott sees this taking advantage of growing consumer interest among families and friends looking for more space to stay, propelled by the combination of business and leisure travel.
Marriott already has the Marriott Executive Apartments concept, which is the company’s serviced apartment brand in Asia, Europe, the Middle East, Africa and Latin America. Marriott hopes this new concept will enhance portfolio growth globally and bring the serviced apartment concept to Marriott customers in the United States and Canada.
Although details are quite limited at this time, here is what we know about the Apartments by Marriott Bonvoy concept:
- These apartments are establishing themselves in the high-end and luxury segments, distinguishing themselves from existing long-stay brands
- The apartments will have distinctively designed products reflecting the local neighborhood
- Each apartment will include a separate living room and bedroom, full kitchen, and in-unit washer and dryer; units will have between one and three bedrooms
- Unlike Marriott’s existing extended-stay brands, these apartments will not provide traditional hotel services, such as food and beverage, meeting space and retail.
- Marriott will give developers the option to build new properties or convert existing properties, with a design approach similar to the Autograph Collection and Tribute Portfolio brands
- The concept will be supported by Marriott’s booking engine and the Marriott Bonvoy loyalty program
Stephanie Linnartz, president of Marriott, describes this concept as follows:
“Travellers planning vacations and extended business trips today are looking for more choice in accommodations, and the introduction of Apartments by Marriott Bonvoy addresses these trends while providing developers with a premium product. range supported by our trusted name and distribution platform.With Apartments by Marriott Bonvoy, guests will be able to purchase a wider range of accommodation options within the Marriott Bonvoy portfolio, increasing their loyalty to the portfolio and its range branded offers.
What’s the point of that, actually?
Why does Marriott still need another new brand? If I understood correctly :
- Apartments by Marriott Bonvoy will be different from Marriott Executive Apartments as they will be more focused on the US and Canada, and these apartments will not be located in existing hotels, but rather will be stand-alone developments
- Apartments by Marriott Bonvoy will be different from Homes & Villas by Marriott in that the former will actually be managed directly by Marriott, while the latter is just a marketing partnership and includes more than apartments.
I mean listen, even though I’m tempted to criticize Marriott about the company launching another brand, I don’t hate that concept. Homes & Villas by Marriott is a mostly unnecessary marketing partnership, but it looks like Apartments by Marriott Bonvoy will actually be run by Marriott, and so you’ll be able to earn and redeem points at a good rate, and have access to something you cannot go through another home-sharing service.
I’m curious to see what the appetite for this concept will be among developers. Essentially, operating apartments outside of hotels that are exclusively Marriott branded isn’t something we’ve really seen before, at least in the US. If the value proposition is decent, I would be all for it.
At the end of the line
Apartments by Marriott Bonvoy is Marriott’s new concept. With this, Marriott hopes to offer luxury apartments in the United States and beyond, fully integrated with Marriott Bonvoy. From a fidelity perspective, I like this concept, although of course whether or not it turns out to be useful depends on the execution.
What do you think of the Apartments by Marriott Bonvoy?