Marriott launches a new brand: Apartments by Marriott Bonvoy

Marriott today launched an Apartment by Marriott Bonvoy software brand for apartment-style accommodations.

There is already the Executive Apartments brand available in select cities with minimum Marriott Bonvoy points and elite night credit earning.

You can access Marriott here.

READ MORE: Marriott Bonvoy Rates and Bonus Points Offers

Announcement from Marriott:

Marriott International introduces Apartments by Marriott Bonvoy, meeting growing consumer demand as travelers increasingly mix work and play

New offering expected to drive global development opportunities

Marriott International, Inc., today announced its expansion into apartment-style accommodations with the launch of Apartments by Marriott BonvoyTM. The company is capitalizing on growing consumer interest among families and friends looking for more space to stay, propelled by the combination of work and leisure travel, and young travelers’ desire for options larger accommodations.

Marriott draws on its 26 years of experience with Marriott Executive Apartments, its brand of serviced apartments in Asia, Europe, the Middle East, Africa and Latin America. With the introduction of Apartments by Marriott Bonvoy, the company expects it will enhance the growth of its portfolio globally and bring the serviced apartment concept to Marriott customers in the United States and in Canada.

“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 backed by our trusted name and distribution platform,” said Stephanie Linnartz, president, Marriott International. “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 of branded offerings.”

Marriott plans to introduce Apartments by Marriott Bonvoy into the upscale and luxury segments, separate from Marriott’s existing extended stay brands, with distinctly designed products that reflect the local neighborhood for independent travelers looking for more space and residential amenities. Apartments by Marriott Bonvoy will include a separate living room and bedroom, full kitchen, and washer and dryer, but will differentiate from Marriott’s existing extended-stay brands by not providing certain traditional hotel services such as food and beverages, meeting spaces, and retail. Apartments by Marriott Bonvoy is expected to offer developers the ability to build new properties or convert existing ones, with a design approach similar to the company’s successful Autograph Collection and Tribute Portfolio accommodation brands, which offer consumers experiences independent and unique hoteliers. Apartments by Marriott Bonvoy will be supported by Marriott’s powerful booking 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 upscale accommodations that offer home-like amenities as travelers combine business and leisure travel to reconnect with family and their friends. According to research by Phocuswright, three of the top five reasons for choosing an apartment-style rental are more room or space, access to a full kitchen and laundry room, and a home-like feel.

Development website information:

Insight

Marriott International has been in the serviced apartment business for over 25 years with the Marriott Executive Apartments brand. Our experience managing and operating Marriott Executive Apartments internationally has taught us a great deal about our customers and their ever-changing preferences. Armed with this knowledge, Marriott International is delighted to announce the launch of Apartments by Marriott Bonvoy, a new opportunity for our owners and franchise partners.

Apartments by Marriott Bonvoy is a flexible branded approach to serviced apartments that offers owners the flexibility to independently build, convert and design premium branded residential units and take advantage of the distribution and loyalty program of Marriott. The Branded Experience is designed for travelers who enjoy unique local experiences, but don’t need all the services and amenities associated with a traditional upscale hotel.

Brand level:

  • Premium extending to luxury

Product offering:

  • Mix of 1, 2, 3 bedrooms (varies by market, studio/penthouse option)
  • Full kitchen i.e. oven, dishwasher, stove, refrigerator
  • Washer/dryer in the unit
  • Public space: reception lounge, gym and reception desk (F&B and meeting space not required)
  • Light staffing model, e.g., 1 host, weekly housekeeping

Owner-friendly development model:

  • Interesting investment opportunity
  • Meets the needs of changing consumer preferences
  • Design-driven multi-unit residential product
  • Flexible design standards to suit conversion opportunities
  • Primarily Franchise Model (North America)/Managed Model Available
  • Shorter agreements provide market competitiveness
  • Lean staffing model delivers operational efficiency and cost savings

Conclusion

As it is a soft brand, it allows developers to market them under their own brands and to 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 which allows them to be marketed and sold under different platforms.

Guess that means even more overlap with Airbnb, VRBO, etc.

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