Marriott Hotels Brand Update: The New Guest Room

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As you know, the Marriott Hotels brand is focused on strengthening our foundation and lifting and shifting perception among our target guests, “Discerning Master Blenders.” The brand continues to innovate and execute initiatives spanning product, service and marketing across the global portfolio.

The new guest room is a key component in appealing to the target guest and executing the brand’s long-term strategy. Following up on last year’s MINA & Full Service Owners Conference and the subsequent conversations we’ve had with many of you, including the Design & Construction Committee, we are releasing the new Marriott Hotels Guest Room Design & Brand Standards.

New guest room standards are part of a comprehensive plan to improve the overall experience with new amenities, upgraded terry, and restyled in-room collateral already implemented. GSS analysis shows that Rooms Overall is the largest driver of overall Product Experience which, in turn, is the most important factor driving Intent to Recommend. Throughout the design process, we have worked extensively with guests to identify their preferences, prioritize development, and evaluate our design.
 

NEW BRAND STANDARDS & DESIGN ELEMENTS
The new Marriott Hotels North American Guest Room Standards provide guidance on key elements that support and inspire our target guests, including shower conversions and hard surface flooring, while leaving flexibility for designers. This is not a prototypical design and there is no set color palette; however, every guest room must reflect the Marriott Modern aesthetic merging form and function, emphasizing interior architecture over FF&E, and giving a sense of place.

SUNSET STRATEGY	By 2015, Refreshing Mint, Sienna Glow, and Golden Rouge décor packages will no longer be available for purchase By 2016, sunset all Queen Anne case-goods (Series 2000 guest room package)
NEW BRAND STANDARD REQUIREMENTS	By 2025, at least 75% of a hotel’s guest rooms to be converted to showers (100% of kings; remaining doubles). Bathrooms to include: Glass shower enclosure (with sliding door for rooms with 5×7 bathrooms) Tile shower surround New vanity and fixtures (exceptions may be made on vanities under six years old, based on condition) Handheld and wall mounted showerhead Relocated mixing valve Barn door (required for hotels with 5 x 7 bathrooms) Hard surface floors to be installed by 2025: Exception criteria has been developed to take into account market- and hotel-specific conditions such as climate and building construction At a minimum, hard surface floors must be installed in the entry foyer, closet and bathroom
DESIGN STANDARDS	New design standards and additional components include: Wall mounted 50″ TV with illuminated shelf (recommend 50″+ TV); current brand standard is 47″ for standard guest rooms and 52″+ for suites Lounge seating with adjustable height work/eat surface Platform bed with integrated headboard, nightstands, lighting, and power Expanded closet (multiple solutions available ranging from millwork to furniture pieces, including renovation and new build options)
RENOVATION CYCLES/SCOPE	Maintaining 6/12/18-year renovation cycles, but with revised scope: After a full renovation, the next full soft- and case-goods renovation will be required at 18 years vs. the current 12-year cadence Current renovation cycles with reduced costs and more flexible scope at year six and year 12 renovations (e.g., replace items based on wear)

The Marriott Hotels brand is ready to support your renovation and new build projects through our Architecture & Construction (A&C) team. Should you have any questions or need clarification, please contact your A&C representative or account executive. Full Marriott Modern Guest Room Documentation for designers is available on Marriott’s “Buzzsaw” Build and Renovation website: http://project.marriott.com.

We appreciate your continued support of the Marriott Hotels brand and your commitment to implementing the new Marriott Hotels Guest Room.