Courtyard Gen 1 and 2 Modernization
Courtyard Owners & Franchisees | Courtyard started as an innovative solution for business travelers more than 30 years ago and continues to be a top choice for that target market. Our success has attracted many new competitors who have increased pressure on Courtyard’s segment leadership. To strengthen our brand positioning and increase brand preference with new guests, the new brand standard for Gen 1- and Gen 2-prototype hotels will generally require renovation and modernization of their exterior facades and expansion of their fitness centers when their next public space renovation is due. To review the standard and exceptions to the standard, click here.
Gen 1 and Gen 2 Courtyard properties, representing more than 40% of CY properties in the U.S. and Canada, necessitate investments as they age to remain on-strategy with the brand. Required changes in this newly-released brand standard address features that have resulted in reduced customer preference, as well as lower RevPAR and GSS scores (on average) relative to newer Courtyard properties. This continued investment is part of a comprehensive strategy to maintain Courtyard’s brand health and market leadership.
Two signature features of the new brand and design standard include:
- Renovated Exterior Façade: To date, brand renovations have focused on interior spaces. The hotel’s outside no longer matches the product and service innovations found within interior spaces. Façade renovations modernize the exterior, serving as a cue for the enhanced interior and offering an improved arrival experience. Changes to update the façade include a new porte cochere, recladding and repainting exterior surfaces, new signage, enhanced lighting, and fresh landscaping.
- Expanded Fitness Center: Fitness trends have evolved since the original Gen 1 and Gen 2 buildings were designed; today’s guests expect more from their hotel’s workout facility. Gen 1 and 2 hotels will expand current fitness centers and upgrade equipment to ensure adequate space and sufficient fitness options for guests. Gen 1 and 2 standards are now the same as standards for new-build Courtyard hotels.
Five early adopter properties will undergo construction in 2017 to inform final design documentation. Once these projects are complete, final documentation will be published and communicated (early 2018). Note that if you have already started planning a renovation, the Marriott Global Design team is available to work with individual project teams to help guide renovations while final documentation is in progress.
In recognition of this substantial investment, Marriott will provide owners and franchisees with 5 years of additional contract term upon completion and verification of both the modernization of the exterior façades and the expansion of the fitness centers.
The following resources are also available for your reference:
- Courtyard Evolution Video
- Brand Standard: Renovations and Fitness Center
- Strategic Rationale (25-minute recorded overview explaining the changes and new brand standard)
- Overview (PDF of slides from the recorded overview above)
- Frequently Asked Questions
We thank you for your continued support as we work to strengthen Courtyard’s positioning and drive increased performance of the Courtyard brand.
