Marriott International, Bethesda, Maryland, revealed its new European design model for its midscale Courtyard by Marriott brand.
Marriott said the goal is to make the brand more locally relevant, as 70% of Marriott’s hotels guests in Europe are Europeans. The first two hotels to debut the new design will be the 194-room Courtyard by Marriott Aberdeen and the 230-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% of our business in Europe comes from Europe, it is critical we adapt our brands to be locally relevant,” said Amy McPherson, president and managing director of Marriott International in Europe. “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% branded supply, Europe presents a significant opportunity for owners and investors.”
Marriott conducted customer research and market analysis for 18 months on the prototype model, designed primarily with business travelers in mind.