Marriott International has unveiled a new European design model for its upper-moderate Courtyard by Marriott hotel brand and has announced plans to grow the brand significantly across Europe.
Over the past 18 months, Marriott International has conducted extensive customer research and market analysis in order to create the new Courtyard concept, which is designed to appeal to the European traveler.
The first two hotels to debut the new design will be the 194-room Courtyard by Marriott Aberdeen and the 230-room room Courtyard by Marriott Cologne. Both hotels are scheduled to open in 2013.
“Within the mid-tier hotel category our research has shown that European guests are looking for fresh, simple, contemporary design as well as great value. As 70 per cent of our business in Europe comes from Europe, it is critical we adapt our brands to be locally relevant and meet the needs of European travelers,” says Amy McPherson, president and managing director of Marriott International in Europe. “With a stylish new design and room functionality, we are confident that we have created a model that our guests will love.”
McPherson adds: “The new design is also a more economically viable and efficient model for owners to build and operate. As the largest lodging market in the world, but with only 30 per cent branded supply, Europe presents a significant opportunity for owners and investors to embrace the benefits of size and scale of a global brand like Courtyard. We are confident the new European Courtyard model will be a major contributor to our goal of reaching 80,000 rooms in Europe by end of 2015 and a real win-win for developers and guests alike.”
The Courtyard by Marriott European prototype model is based on a 170-room, six-level hotel situated on a 5,835-square-meter (62,807-square-foot) site, with a flexible design that may be scaled up or down to meet market or site conditions.
Featuring clean lines, natural light, and a mediterranean color palette, the new Courtyard European guestroom is to allow business travellers both to be productive and to restore their energy while on the road. Guests are able to create the room they need with a flexible furniture layout.
Each guestroom boasts a 42-inch LCD HD television, ample work space, task lighting and multiple, accessible outlets making plugging-in of electrical items easy. The spa-like bathroom features a light-reflecting frosted glass door and corner wall highlighted with teak accents.
The décor of the new European Courtyard hotel’s public spaces is based on deep blues and greens. Throughout the hotel indigenous materials such as European stones and woods will also be used.
Each European Courtyard hotel’s contemporary, open-flow lobby will offer flexible seating, an interactive GoBoard screen featuring the latest news, weather and local information and a 24-hour market for grab-and-go salads and sandwiches. Each Courtyard will also feature an all-day bistro restaurant with menu items adapted to local tastes and demand.
Introduced in 1983 and now with more than 900 hotels, Courtyard by Marriott is the 11th largest global hotel brand, according to MKG Hospitality.
In addition to the new European prototype, the brand will unveil a new Asian-inspired design for the Chinese traveler later this year. For more information, visit www.courtyard.com.