Courtyard By Marriott Transformation Hits 500 Milestone
Courtyard Refreshing Business Program Validates Win-Win for Guests and Owners.
Courtyard by Marriott believes business travelers deserve options in their travel as well as a contemporary and smart place to recharge. Today, the iconic power brand announced that 500 of its properties, nearly 60 percent of its portfolio in North America, has undergone the innovative Refreshing Business renovation that features convenient Bistros, award-winning GoBoards®, and revitalized space that provide guests with an open area to relax instead of just a place to pass through. By the end of 2012, it is expected three-quarters of the more than 800 domestic Courtyard hotels in the U.S. and Canada will offer the refreshed lobbies.
“When Courtyard set out to redesign and reposition our lobbies, the goal was to create a new kind of place for travelers to congregate that is fresh and relevant,” said Janis Milham, vice president and global brand manager, Courtyard by Marriott. "Guest satisfaction scores have risen up to ten points higher from 2010 to 2011, and guests’ intent to recommend Courtyard has increased four and a half points."
“The redesign has maintained Courtyard's position as a power brand in the select service lodging segment and has exceeded the expectations of both guests and owners," said Arne Sorenson, president and CEO of Marriott International. "Marketshare for transformed lobbies has also risen significantly.”
In celebration of this milestone, Courtyard has identified a “Club 500” of 340 Marriott Rewards members who have stayed more than 500 nights at Courtyard properties since the beginning of the roll out. These guests will receive 5,000 additional rewards points in their next statement from Courtyard as a thank you for their patronage to the brand.
“My first impression of the new Courtyard lobby was it was real nice and very modern,” said Mr. Albert Paine, a “Club 500” member. “When checking in, I always look at the GoBoard and read the news. The first time I saw it, I thought it was very cool.”
The repositioning comes as a result of Courtyard’s extensive customer research which provided insight into the needs of today’s busy travelers. Courtyard’s transformed lobbies feature a modern space that offers travelers choices so that they can make the most of their time on the road.
The 55-inch virtual concierge GoBoard® LCD touch screen is packed with current weather, local news, and business and sports headlines from USA Today. Guests can navigate the touch screen to find restaurants, download QR codes for local attractions and even print directions from lobby printers. The lobbies also feature a Bistro dining option that gives guests the choice to sit and relax or “grab and go”. All menu items include calorie counts that allow guests to maintain a healthy lifestyle on the road. The Bistro also serves Starbucks coffee and offers a selection of domestic and imported beers, wine and cocktails.
Courtyard’s Refreshing Business not only resonates with business travelers, but translates to leisure travelers as well. A recent survey commissioned by Courtyard by Marriott and conducted by independent research arm Toluna shows 78% of Americans plan to hit the road and take a vacation away from home in 2012. Of the 78% who plan on taking a vacation, longer vacations and weekend getaways continue to be popular — 41% plan to take a longer vacations, with 34% planning to go on a weekend getaway.
“For those traveling on vacation this summer, Courtyard’s enhanced lobbies provide choices and services that will enhance their holiday experience,” says Milham. “Courtyard’s Refreshing Business elements not only benefit business travelers, but suit leisure travelers as well.”
Courtyard by Marriott offers a refreshing environment that helps guests stay connected, productive, and balanced. Intuitive services and design accommodate guests’ needs for choice and control. With more than 900 locations in 37 countries, Courtyard by Marriott hotels participate in the award-winning Marriott Rewards frequent travel program that allows members to earn hotel points for their stay. For more information, go to www.courtyard.com.
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