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January 26, 2018 Owner & Franchise Communications

Marriott Hotels M Club Lounge Brand Standard Update

As you know, the Marriott Hotels M Club Lounge program was developed to create an elevated, premium concierge lounge experience for our most-valuable customers, while evolving the typical concierge lounge model to drive value and returns to properties and owners.

Given the success of the M Club Lounge to date, we believe that delivering this experience consistently across all Marriott Hotels will further strengthen the brand while creating product clarity and consistency. As such, the Marriott Hotels brand team is announcing that the M Club Lounge will become a brand standard, effective January 31, 2018. For hotels with an existing M Club Lounge, Brand Standard Audit (BSA) compliance for this standard is anticipated to take place in 2019.

Key Highlight of the M Club Value Proposition:

  • The M Club Lounge is an elevated, premium lounge experience that drives value and guest satisfaction for our most valuable Elite guests — who pay more, stay more and spend more.
  • Deployment of the M Club Lounge continues at an accelerated pace, with 50 open and 42 in the pipeline.
  • Properties that have implemented the M Club Lounge have seen significant lift post- vs. pre-renovation in guestVoice for Gold and Platinum members; in aggregate average:
    • +16.3 points in Executive Lounge scores (+9.1 points above the Marriott Hotel’s concierge lounge population’s average)
    • +7.6 points in Elite Appreciation scores (+2.6 points above the Marriott Hotel’s concierge lounge population’s average)
    • +11.1 points in Intent to Recommend (+4.5 points above the Marriott Hotel’s concierge lounge population’s average)
  • The M Club Lounge is an especially crucial element of the guest experience for the Marriott Hotels Elite guest, driving more than double the impact on overall guest satisfaction versus other brands.
  • Consumer research reveals that over 50% of guests are extremely likely to consider a hotel with an M Club Lounge for their next stay.
  • In addition, there is an opportunity to realize operating and business value by evolving the traditional concierge lounge model to gain back keys and position your M Club Lounge as an asset, driving incremental upsell (volume and rate), F&B sales, and operating efficiencies at your hotel(s).

The M Club Lounge brand standard will align with the current design and operations standards criteria and best practices that are driving the successful model today. Hotels will be required to renovate upon the earlier of their next scheduled Guest Room Renovation (soft or case), or Public Space / Lobby Renovation, after which time they will be subject to the full M Club Lounge standard and M Club Lounge requirements on their BSA. Hotels with physical footprint constraints will be addressed on a case by case basis leveraging the existing design exception process.

To access the full M Club Lounge standard, which includes information on design guidelines and certification requirements, click here. You may also review the M Club Lounge Marriott Hotels Brand MGS page. which contains additional planning, design, and operations implementation resources.

2019 Concierge Lounge Brand Standards Update (Operations-Only)

The Marriott Hotels brand is committed to continuing to provide meaningful, elevated benefits that drive loyalty and guest satisfaction for Elite members. As such, the Brand encourages the accelerated adoption of the full design and operations standards that make-up the holistic, compelling M Club Lounge program. That said, in order to fulfill our commitment to valuing Elite members, irrespective of physical product renovation timelines, the Brand intends to also update the existing Concierge Lounge operational brand standards in the next 18 months. Effective as of July 1, 2019, the existing operational criteria of the Concierge Lounge brand standard will be updated to require that all Marriott Hotels that have not yet adopted and/or committed to adopting to the fully designed and operating M Club Lounge program, meet the M Club Lounge operations standard criteria. Over the course of the past years with the deployment of the M Club Lounge, these criteria have been tested to resonate strongly with the Marriott Hotels Elite guests and are proven to drive significant lifts to Intent to Recommend, Concierge Lounge Scores, and Elite Appreciation scores. Please note that to protect the moniker and meaning of the M Club Lounge to guests, the M Club Lounge branding will still be reserved for those that are fully designed and operating according to the full M Club Lounge program.

Thank you for your continued partnership that has led us to achieve the tremendous success of establishing the M Club Lounge as a critical Marriott Hotels Product Transformation product pillar and brand proof point. Should you have any questions, contact redesignedmarriott@marriott.com.