HB ON THE SCENE: Marriott To Grow Renaissance ClubSport Brand

PHOENIX— Marriott International will expand its Renaissance ClubSport brand from one California property to as many as a dozen in the next few years, assuming the concept attracts developer interest. Marriott announced the brand expansion at the annual Lodging Conference here amid a series of new brand announcements by competing companies. Yesterday, for example, Starwood Hotels & Resorts Worldwide and Global Hyatt each presented prototypes and development plans for their more contemporary, Generation X-oriented select-service offerings known as W Hotels Aloft and Hyatt Place, respectively. Renaissance ClubSport, by contrast, would operate in the upper upscale segment, but would still appeal to the Generation X traveler who places a high value on physical fitness and being able to maintain his or her workout regimen while on the road. Like the existing Renaissance ClubSport in Walnut Creek, CA, the hotels would be a combination of lodging with extensive fitness and spa facilities built in. The fitness and spa facilities, however, would also operate independently of the hotel component and derive revenue from outside memberships. Marriott expects to target affluent suburban markets for the new Renaissance concept, communities that have a large pool of potential members available. Marriott and other companies increasingly have focused on how to meet the expectations of the emerging Generation X traveler. Earlier this month, it unveiled its new guest room design for its core Marriott Hotels & Resorts brand in New Yorks Times Square. Marriott executives described the new look and particularly the technology in the room as intended to appeal to Generation X sensibilities. Starwood and Hyatt, meanwhile, each alluded to the Generation X market in creating Aloft and Hyatt Place. Unlike Hyatt Place, which is starting out as a conversion brand, both Aloft and Renaissance ClubSport are new construction models.