Introducing Courtyard Forward: A Multi-Discipline Strategy to Lift Brand Performance
When Courtyard by Marriott first opened its doors in 1983, the brand invented the business traveler hospitality space. Today, there are more competitors in this segment and the brand’s leadership position is undifferentiated.
Using consumer research and best practices from other brand transformations, Marriott has created a multi-discipline strategy to lift brand performance called Courtyard Forward. Courtyard Forward prioritizes and integrates efforts across Product, Food & Beverage, Service, and Marketing & Revenue Generation to help the brand reclaim its leadership position in the segment. Courtyard Forward is intended to drive RevPAR, guest satisfaction and owner return.
Many of the initiatives included in the Courtyard Forward strategy are not new but are being reinforced to ensure all Courtyard hotels deliver the fundamentals with excellence and provide a consistent guest experience across North America.
Franchise management companies are encouraged to take advantage of the following opportunities in January to learn more:
- Promotions and Packages: Review the recording of the recent Revenue Generation Webinar (Jan. 9), which focused on the Weekender Breakfast promotion and 2K Every Day Rate, and helping hotels understand best practices for using these tools to drive RPI.
- Franchise Management Company Webinar: Register to attend the Franchise Management Company Webinar on Jan. 24 from 1-2 p.m. ET, for a more in-depth update on the Courtyard Forward strategy.
- GM Webinar: Courtyard will host quarterly GM webinars in 2020 to discuss this strategy and provide a forum for questions. The Q1 webinar will be held on Jan. 29 from 3-4 p.m. ET. Please encourage your hotel GMs to register for and attend this webinar.
