REFRESHINGBUSINESS

Courtyard by Marriott

SueAnn Wells

MKTG 6000

May 8, 2011

INTRODUCTION

• 1983: 1st Courtyard by Marriott Hotel• 2011: 850 locations in over 35 countries. • Old image of Courtyard: old, run down, corporate travel, bed and

shower only, simple• Marriott decided it was time to “refresh” the Courtyard brand. They

launched “It’s a New Stay” campaign and employees started to be trained in “Refreshing Business”

• Virtually all Courtyard hotels in North America are either new, newly renovated, or have newly upgraded amenities.

The Plan

•Lobbies would be renovated and updated with additional amenities•Rooms would be refurbished and modernized•Service and training would be overhauled•Brand would be revamped: logo, slogan, colors

THE CAMPAIGN

THE COURTYARD

LOBBY• Modern, Warm and

Comfortable Style

Courtyard is a “smart choice” for travelers, where they feel enabled and in control during their travel experience.

WELCOME PEDESTALS• Stylish, Attentive and Individual Service

Spirit to Serve permeates everything we do - From simple touches and acts of kindness to extraordinary levels of assistance and support.

THE BISTRO• Eat. Drink. Connect.TM

Always benefit from a whole range of thoughtful services and amenities delivered by our friendly and capable associates.

It all adds up to a productive and rewarding experience.

MEDIA PODS• Your Own Space in a

Public Space Courtyard by Marriott is the perfect choice for: •Business travelers seeking functionality, comfort and reliability.•Travelers focused on their business goals.•Guaranteed consistency.

THE 24/7 MARKET• All the little things you

need, when you need themA productive, rewarding experience that

meets travelers needs.

Provide functionality, comfort, reliability, and value.

HOME THEATER• Escape with

your favorite entertainment

Courtyard provides a balance between meeting the many needs of our guests with great rooms and only the services they value, including free high-speed Internet access at all locations in the U.S.It’s the brand that offers guests exactly what they need, without the expense of services they don’t need.

LOUNGE AND LOCAL LIBRARY• Permission to relax and explore

Travelers know that with over 800 locations around the world they can find a Courtyard almost anywhere. For these reasons, it is considered the “smart choice” for travelers.

PATIO AND OUTDOOR SPACE• Fresh Air and a Fresh

Space

Intuitive design; designed by business travelers for business travelers

EXERCISE ROOM & POOL• Keep Fit on the Road

For travelers seeking a respite within their travel experience, only Courtyard consistently provides the most value, enabling you to feel in control so you can leave feeling restored. A consistent and dependable experience travelers can trust.

BUSINESS CENTER• Print, Fax and Check

E-Mail

Courtyard provides easy-to-use assistance in scheduling, booking, tracking, and meeting-planning tools such as checklists, locations finders, space and budget calculators.

GUEST ROOM• Refreshing and Energizing

Guests value products and services that enable them to stay connected and get things done. They want a functional room at a great rate that meets all of their needs. They want their necessary business travel to be simplified and predictable.

It's exactly the room they need - with competent, professional, and friendly staff.

REWARD• Rewarding stays and meetings

Marriott Rewards offers exclusive privileges to its participants.

Members can earn points toward free hotel stays, airline miles and much more every time you stay at any one of Marriott's hotels worldwide.

RESULTS

In the last 2 years Courtyard has grown substantially. In 2005, the brand consisted if roughly 600 locations this has increased to over 850 properties with close to 15 to open by 2012 (2 in Hawaii). The re-branding has increased consumer demands and desires to stay at Courtyards.

Conclusion

Marriott understood that a Courtyard re-branding was needed and required for them to stay competitive with Hilton and Starwood. Their campaign needed to have a holistic approach and required revamping of external, internal and interactive marketing strategies. Marriott has placed high standards on all aspects of customer service and has full commitment from top-management. The “refreshing business” campaign has proved to be successful for the brand.

References

Marriott.com (2011) from: http://www.marriott.com/courtyard/travel.mi#/lobby/image1

Marriott.com (2011) from: http://investor.shareholder.com/MAR/marriottAR10/financials/managements_reports/index.html

Marriott.com (2011) from: http://investor.shareholder.com/mar/default.cfm