HotelsMag Jan-Feb 2024 | Page 89

OPENINGS

IN APARTMENTS BRAND , MARRIOTT CATERS TO A BURGEONING TRAVELER ARCHETYPE

By DAVID EISEN
blending work and leisure trips and seeking out the residential amenities that Apartments by Marriott Bonvoy offers ,” said Brian Povinelli , SVP , global head of marketing and brand .
The typical Apartments by Marriott Bonvoy unit offers private bedrooms , a separate living room , full kitchen and washer / dryer — most of the amenities one finds at home . Marriott said the brand is designed for “ a truly independent stay ,” which means there are few traditional hotel services , such as food and beverage , meeting spaces or daily housekeeping .
It ’ s the first time that the Marriott Bonvoy name is part of the brand , an obvious entreaty to Bonvoy members . As such , Marriott Bonvoy members will earn five Marriott Bonvoy Points per $ 1 USD on qualifying spend at Apartments by Marriott Bonvoy properties and they can redeem points for a qualifying stay . In addition , members will earn one Elite Night Credit per night . Members will enjoy free Wi-Fi and exclusive member rates , as well as additional benefits based on their status level , including enhanced room upgrades and
Ambassador service .
“ Apartments by Marriott Bonvoy should help increase guest loyalty for our entire global portfolio of nearly 8,700 hotels ,” said Povinelli . Marriott Bonvoy currently numbers 192 million members worldwide .
In Apartments by Marriott Bonvoy , Marriott is making a play to traditional hotel developers , looking to diversify their portfolios , and to multifamily residential developers who can leverage the Marriott name . The brand is also ready for new-build opportunities , Marriott said , or conversions
of existing assets . Marriott added that the design approach is similar to its Autograph Collection and Tribute Portfolio soft brands , which are geared toward delivering a more independent hotel experience .
Operating these properties also come with lower overhead costs due to the scaled back services and amenities and lower full-time employee count .
In 2024 , additional Apartments by Marriott Bonvoy properties are expected to open in markets including the U . S . and Canada , and Europe and the Middle East .
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