August 31, 2017 Owner & Franchise Communications, Integration Updates

Element Design Generation Now Available

Element Owners & Franchisees | As previously communicated, the Element brand has focused on evolving their guestroom, public space and F&B experience to better align with their brand positioning. We are now pleased to announce the release of the new design generation for the Element brand.

The Element brand focused on evolving RISE, RELAX and RESTORE offerings.

RISE Breakfast – programming will focus on healthier options that are more aligned with the brand positioning and a more aesthetically pleasing way of showcasing the new offerings
RELAX Reception – a component of Element’s evening programming that continues to evolve, allows guests to decompress after a day of work by mixing and mingling with fellow guests at the start of the evening, or to wind down before bed
RESTORE Pantry – will integrate into the check-in experience with a more upscale market-like feel, geared toward enhancing the end-user experience and boosting retail sales

This effort is supported by an Element public space design update. Marriott’s Global Design team prioritized the design to provide lower cost-to-build options and addressed the implementation challenges. Additionally, the new design allows the brand to showcase Marriott’s design innovation through the introduction of a communal room known as the ‘Studio Commons.’ The overall design sensibility of the package remains in sync with the last prototype package released by Starwood.

Additionally, please note that for any in-flight projects, the Marriott Global Design team is available to work with individual project teams in helping to balance prior generations of design with the new development.

To access Design Guidelines (drawings and specs) for new build and conversion projects, visit LOBO (login required).

*From a cost standpoint, we anticipate the new Element design to be within five percent of Residence Inn. As a reference point, Residence Inn is $126,000/ key (this assumes a Washington, D.C. location with a January 2016 construction start date).