The counter-attack by the traditional hotel industry against the advent ofAirbnb is getting organised. While thecollaborative economy is venturing into their territory - with the distribution of boutique-hotels and, more recently, of hotel residences in Manhattan - hoteliers are retaliating by going in the opposite direction. Accor had already made its move in offering the services of onefinestay and now Marriott launches its offer Homes & Villas by Marriott Internationalunveiled on 29 April. From the beginning of May, the new platform will go online, listing some 2,000 homesnot only in the United States, but also in Europe, Latin America and the Caribbean.
The Homes & Villas by Marriott International offering will be supported by property management companies (TurnKey Vacation Rentals, LaCure, Loyd & Townsend Rose, Veeve, London Residents Club), which will enhance the 'simple' rental experience with services available 24/7. " By working with one of the management companies that understand this dynamic market, we are able to focus on what we do best: selecting a wide range of homes in inspiring destinations, setting standards for responsive service and designing a seamless booking experience that helps our customers navigate an increasingly complex set of rental choices. "explains Jennifer HsiehVice President of Homes & Villas by Marriott International.
The brand's initial positioning seems mainly target the leisure marketIn fact, during the pilot phase carried out by Marriott since last year as part of the Tribute Portfolio Homes programme, more than three quarters of customers were on holiday with family or friends. In fact, during the pilot phase conducted by Marriott since last year as part of the Tribute Portfolio Homes programme, more than three quarters of customers were on holiday with family or friends. However, just as Airbnb has built up its leisure base before tackling business travel, Marriott may also want to attract business travellers to these homes.
Especially as the hotel group is clearly banking on frequent travellers, since its new loyalty programme, Bonvoyis at the heart of Marriott's strategy. " From next week, when the offer launches, we expect Marriott Bonvoy members to be able to earn and redeem points at these homes, giving them even more accommodation choice The press release states that all Homes & Villas by Marriott International properties take part in the "Homes & Villas by Marriott International" programme. Marriott Bonvoy. As for the distribution of this new offer, Marriott is still in the reflection phase. Unlike Airbnb, which has already warned that the hotel suites offered in Manhattan with RXR Realty will be marketed exclusively by it, the American hotelier is keeping its options open: " Marriott is in the process of determining how [the group] will sell its homes and villas through other channels, including the Marriott Bonvoy app and travel advisors, and will provide an update in the near future" it says.
