Traveler’s behavior has been changing considerably since the pandemic started and major companies in the travel industry have been adapting and offering new services to satisfy their customer’s needs. Notably, Marriott has been one of the big hotel chains making efforts to provide new services and implement new business models in modern times.
The company has recently announced its expansion into apartment-style accommodations for extended stays called Apartments by Marriott Bonvoy.
Stephanie Linnartz, President of Marriott International, said: “Travelers 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.”
The new service will allow travelers to gain points on the hotel’s loyalty program while staying at larger home-like apartments, ideal for families and friends looking for a “workation” experience. Now that more companies across the world are allowing employees to work remotely, more travelers want to extend their vacations.
Apartments by Marriott Bonvoy represent another strategy to compete against successful business models like Airbnb. Marriott International already launched a similar rental service called Homes & Villas with over 60,000 private properties in 75 countries, but this new brand will first focus on the United States and Canada.
The company seems to be taking advantage of Airbnb’s decaying popularity due to travelers’ concerns over cameras in vacation rentals and hosts requiring guests to clean. Many travelers are interested in different experiences than the ones the hospitality industry is currently offering.
Returning to hotel-like services is becoming more attractive for travelers since it reduces stress and work, but travelers still need workspaces and competing prices for their business travels and remote work possibilities, and Marriott seems to understand these needs.
What Travelers Can Expect From Apartments by Marriott Bonvoy
Apartments by Marriott Bonvoy addressed customers interested in extended stays, comfortable and private residential spaces as well as luxury. Marriott International hasn’t shared specific details and will probably announce more updates in the future, but here’s what travelers can expect:
- Apartments by Marriott Bonvoy will debut in the United States and Canada: The hotel chain already has a similar service for Asia, Europe, the Middle East, Africa, and Latin America, called Marriott Executive Apartments, but this new service promises to be different and more exclusive.
- Luxury and unique design: the hotel chain has considered this brand to be in the upper-upscale and luxury segments, and the design will be inspired by the local neighborhoods.
- Apartments with ample space: featuring a full kitchen, a separate living room, a bedroom, an in-unit washer, and a dyer.
- Not all traditional hotel services are included: The company has clarified that the new accommodations will not provide food and beverages, retail, and meeting spaces.
- A home-like feel: the company is interested in making guests feel at home while also providing an enhanced experience.
Considering the high expectations the company has for this new service, we will probably find properties of this new brand in major cities in the United States and Canada, like New York, Miami, Toronto, or Orlando.
The properties will be developed and managed by Marriott, but the developers will be allowed certain flexibility by building new or transforming existing locations to meet their standards and design.
As Linnartz stated, this new service will allow members of the loyalty program to get benefits: “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.”
Marriott International is considering different business models to satisfy all of its customers’ needs, but they are still growing and expanding its traditional services.
A few months ago, the hotel chain opened its first luxury all-inclusive resort in the Dominican Republic and will also open another impressive all-inclusive resort with a water park in Cancun.
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This article originally appeared on TravelOffPath.com