SueAnn Wells - Courtyard by Marriott

REFRESHING BUSINESS Courtyard by Marriott SueAnn Wells MKTG 6000 May 8, 2011

INTRODUCTION ,[object Object],[object Object],[object Object],[object Object],[object Object]

The Plan ,[object Object],[object Object],[object Object],[object Object]

THE COURTYARD LOBBY ,[object Object],Courtyard is a “smart choice” for travelers, where they feel enabled and in control during their travel experience.

WELCOME PEDESTALS ,[object Object],Spirit to Serve permeates everything we do - From simple touches and acts of kindness to extraordinary levels of assistance and support.

THE BISTRO ,[object Object],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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

THE 24/7 MARKET ,[object Object],A productive, rewarding experience that meets travelers needs. Provide functionality, comfort, reliability, and value.

HOME THEATER ,[object Object],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 ,[object Object],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 ,[object Object],Intuitive design; designed by business travelers for business travelers

EXERCISE ROOM & POOL ,[object Object],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 ,[object Object],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 ,[object Object],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 ,[object Object],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

SueAnn Wells - Courtyard by Marriott

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