On Tuesday Marriott International’s Courtyard by Marriott brand celebrates its 30th anniversary with five celebrations across the globe, including events in Hong Kong, Doha, Qatar, Berlin, Mexico City and Atlanta, the location of the first Courtyard-branded hotel.
In addition, at more than 800 hotels in North America, the first 30 guests checking in at a Courtyard will receive commemorative Courtyard t-shirts. In social media, those who celebrate the same birthday as Courtyard will also receive a surprise gift and more than 30,000 associates will also be celebrating internally with cakes, balloons and other festivities.
In light of the anniversary HOTELS spoke with Janis Milham, senior vice president, modern essentials and extended stay brands, Marriott International, about what the anniversary means for the brand moving forward.
HOTELS: How has business travel changed over the past 30 years and how will it continue to change?
Janis Milham: The thing that has changed the most is technology. When we first opened for the business traveler the routine was check-in, get to your room and get work done. Now thanks to technology they get so much done on the road that when they arrive at the hotel they are more attuned to relax and our lobby design has reflected that.
The other largest change has been in design and décor trends. Courtyard started in the 1980s, and those were not good design years with those awful flower bedspreads. Our new guestroom prototype speaks to the Millennial traveler and we have all sorts of people lining up to renovate their hotels. There are some owners who say ‘wow, this is really different’ but when we show them the data, they are convinced.
HOTELS: What is Courtyard’s growth strategy going forward?
Janis Milham: We have 947 hotels in operation today, about 100 are outside of the U.S., and we have the largest pipeline of any Marriott brand. By 2015 we should hit 1,000 hotels. The largest pipeline is in the U.S. Growth markets outside the U.S. that are hot for Courtyard include China, Brazil, the Middle East and Africa.
In the U.S., Courtyard’s primary target has his suburban markets. Now where they have seen a lot of growth is in urban markets, such as the project at LA Live.
HOTELS: In terms of marketing, how important has social media become for the brand?
Milham: Social media has certainly had an influence on Courtyard’s marketing, as you have to look at the accessibility you now have for your customers. If they like something, they let us know and if they don’t, they let us know — the feedback is in real time.
The partnership with the National Football League has also been very important for our marketing.
HOTELS: What has the impact of the NFL partnership been?
Milham: It has helped us to connect with our customers on something that they really love. The more we connect, the more emotional connection we have with them and the stronger the affiliation is to our brand. People that know about the NFL relationship have a much higher likelihood to try us and stay with us regularly. We have a four-year partnership deal and we do not intend to ever not be the official hotel of the NFL.