February 5, 2018 Owner & Franchise Communications

Courtyard Gen 1 and 2 Reimaging

Courtyard Owners & Franchisees | In 2017, Courtyard released a new brand standard for Gen 1- and Gen 2-prototype hotels that will generally require modernization of the exterior facades and expansion of fitness centers when the next public space renovation is due. This continued investment is part of a comprehensive strategy to maintain Courtyard’s brand health and market leadership. Design documentation is now available for use in completing these renovations.

The documentation was designed with active participation from Courtyard’s Franchise Advisory Council, as well as the experience of six early adopter properties that started the construction process in 2017. Two signature features of the new brand design standard are as follows.

Renovated Exterior Facade: To date, brand renovations have focused on interior spaces. The hotel’s outside no longer matches the product and service innovations found within. Facade renovations modernize the exterior, serving as a cue for the enhanced interior and offering an improved arrival experience. Changes to update the facade 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 guest expects 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 the standards for new-build Courtyard hotels.

In recognition of this substantial investment, Marriott will provide owners and franchisees with five years of additional contract term upon verification of both the exterior facade modernization and the fitness center expansion.

We thank you for your continued support as we work to strengthen positioning and drive increased performance for Courtyard. Resources are available on MGS and LOBO (EID and password required), and can be accessed via:

Should you have additional questions, visit the Courtyard Gen 1 and 2 Reimaging page on MGS.