Marriott International is launching a new serviced apartments brand to take advantage of the growing demand from travellers to combine work and leisure in one trip, often known as “bleisure”.
The hotel company is looking to open properties around the world under the new Apartments by Marriott Bonvoy brand, which will build on its longstanding Marriott Executive Apartments portfolio.
Stephanie Linnartz, president of Marriott International, said: “Travellers planning vacations and long business trips today are seeking more choice in accommodations.
“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.”
Marriott plans to introduce the new brand in the upper-upscale and luxury segments of the market.
Apartments by Marriott Bonvoy will also differ from the company’s existing extended-stay brands, such as Residence Inn, by offering “distinctly designed products that reflect the local neighbourhood for independent travellers seeking more space and residential amenities”.
The new brand’s apartments will feature separate bedrooms and living rooms, plus full kitchens as well as washing machines and dryers within the units. But unlike Marriott’s other apartment-style brands, the properties will not include hotel services such as food and beverage, meeting spaces and shops.
Marriott said that it would give interested developers the flexibility to build new properties or convert existing buildings. No details were given about Apartments by Marriott Bonvoy’s first properties.