Courtyard by Marriott is rolling out a modernization program for some 375 of the oldest North American hotels in the system with expectations for exterior upgrades by 2024, including 60 that have already been completed. In addition, many of the same hotels are expected to update their public spaces and guest rooms.
On the outside, the brand with Marriott International’s biggest global footprint has a redesigned porte-cochere, reframed and repainted exterior surfaces, ambient lighting, new signage and fresh landscaping. The color scheme features wood tones with gray hues.
Diane Mayer, vice president and global brand leader for Marriott’s Classic Select Brands told HOTELS the cost for the exterior refurbishment ranges from US$750,000 to US$1.3 million, depending on hotel size, and the interior 21-year cost per key is US$30,400.
As far as expected ROI on the renovations, Mayer said Marriott is measuring success by lifting brand perception. “In our early adopter hotels, we saw lift in all relevant guest metrics, as well as RevPAR Index,” she added.
When asked about asking owners to absorb these costs as a pandemic continues, Mayer said, “We work with each owner to help tailor the scope of their construction, and we are extending term to owner companies that complete the renovation. We also are offering a signage subsidy for the new exterior signage.”
The estimated cost per key of the new-build prototype ranges from US$128,000 to US$207,000 for an 80-to 110-key hotel, and US$117,000 to US$185,000 for a 120- to 150-key property, according to Mayer.
Inside the new-look Courtyard, the focus is on adapting to the way guests live, work, and play, creating a more modern and communal-focused lobby, as well as more versatile meeting spaces and enhanced fitness centers.
The focal point of the lobby is the The Bistro Bar with a classic American menu, as well as a full bar with specialty cocktails such as a Black Cherry Old Fashioned and a signature margarita.
The lobby will also feature a large communal table and the brand’s signature media pods. In the back of the lobby, increased lounge seating is anchored by large windows overlooking an outdoor courtyard with firepits and seating. There is also a marketplace featuring grab-and-go items.
Open 24/7, the redesigned fitness centers will also include a dedicated hydration station for guests to rest and refuel.
Newly designed guest rooms feature solid colors with a warm and neutral palette, and subtle accents that add just a pop of color. Modern platform beds are anchored by upholstered headboards. A specially designed full-sized sleeper sofa with an accompanying ottoman also serves as a lounge for work. Rooms also feature a valet station with a refrigerator and coffeemaker, plus a 55-inch TV.
With announced major renovations usually comes from unit attrition as owners choose not to undergo the cost of the reposition. Mayer added, however, that Marriott’s intention is to make it possible for most hotels to “make the journey with us… Our goal is to successfully lift brand perception while maintaining our distribution dominance.”