Longer and fewer journeys, an increasingly common combination between business and leisure breaks Most hoteliers are noticing this trend in their establishments, which is becoming increasingly pronounced with the spread of remote working and increasingly nomadic lifestyles. According to Amadeus, working while on the move should be one of the major travel trends in 2023. " Workers will choose to spend more time with their loved ones on home soil or spend a month working abroad." emphasised the retail specialist in its study.
The Marriott group is taking advantage of this growing demand to offer this clientele a new brand of aparthotels: Apartments by Marriott Bonvoy. " Travellers planning their holidays and long business stays are now looking for a wider choice of accommodation." explained Stephanie Linnartz, President of Marriott International. Extended stay accommodation is not unknown territory for the American hotelier, with its Residence Inn and Element brands widely deployed across the Atlantic and around the world. Similarly, the group offers its Marriott Executive Apartments to business travellers in many of the world's major cities, whether in Europe and Asia, the Middle East or Africa.
Like all these brands, Apartments by Marriott Bonvoy aims to expand worldwideAt the same time, it is introducing a concept of serviced flats to the North American market, partly based on the Marriott Executive Apartments model. However, Apartments by Marriott Bonvoy is not a copy-paste of this brand, nor of the other long-stay brands in the Marriott portfolio.
Positioned in the top-of-the-range and luxuryThe new brand will obviously take up the fundamentals of the model, with flats organised around separate bedrooms and living rooms, and fully-equipped kitchens with washing machines and tumble dryers. But it will be different in a number of ways, notably by not offering additional services such as restaurants or meeting spaces. More importantly, in the style of contemporary hotel brandsApartments by Marriott Bonvoy will feature a strong taste for design and establishments that are integrated into their local environment". with a conceptual approach similar to trademarks Autograph Collection and Tribute Portfolio" says the American group.
