WASHINGTON, D.C.— Marriott International Inc. executives rolled out the preverbal red carpet this week for the media and some of its top Rewards customers in order to shed light on the hotel company’s reinvigorated strategy called Marriott Now. The initiative focuses around Marriott’s plans for innovative design concepts, spa and fitness efforts, food and beverage strategies and its technology and in-room entertainment push. To make its point, Marriott executives hosted a dinner at the new Ritz-Carlton Georgetown. “This is not my father’s Marriott,” said J.W. Marriott Jr., chairman and chief executive of the company, in reference to the Ritz-Carlton Georgetown and the property’s unique design where it turned the former historic Georgetown incinerator building into a luxury hotel. “We are all focused like a laser on the hospitality business. During the last three years, it was the worst I have ever seen [for the hospitality business]. But we added 95,000 rooms since September 11.” Marriott plans to continue to add rooms and hotels in select markets in the U.S. and around the globe, but the company’s emphasis is going to be on unique design schemes that incorporate the region where the property is located, signature restaurants, spa and fitness services and cutting edge technology, company executives said. “There are ways to differentiate your product. We are in fact intent on differentiating our product and staying out in front of our competitive set,” Marriott said. In line with this Marriott is rolling its branded Revive spas this year, Robin Uler, senior vp/ F&B said. The company currently operates 62 spa locations worldwide, and at least 60 of them will be branded Revive, she said, adding the first spa has already been branded at the JW Marriott Desert Ridge, Phoenix, AZ. In addition, Marriott is pushing the design of all of its brands and looking for these properties to reflect more of their location, according to Mike Jannini, executive vp/ brand management at the company. He said Marriott is centering its design on four “style” areas: personal luxury, smart style, leading edge and customer pulse. “We are now beginning a new paradigm. This is an era of new experience,” he said. Jannini then highlighted a slew of Marriott properties— from JW Marriott to Ritz-Carlton To Renaissance- around the world that are on the leading edge of design. As part of its strategy, Marriott is also looking to stay on the cutting edge of the latest guest technology and is currently offering high-speed Internet service at 2,000 of its properties and wireless capabilities at 1,500 locations, according to Bruce Wolff, senior vp/ distribution and sales. “To understand Marriott, you need to understand our commitment to technology. We have a laser focus on technology to empower our associates in order to enhance our service,” he said. Marriott is also embracing flat screen TVs that can be plugged into PDAs and laptops as part of its in-room technology offering, Wolff said. The company is also testing guest check-in kiosk technology, according to John Marriott, executive vp/lodging. In addition, Marriott is constantly looking to expand in areas where it can have a strong presence. For instance, the company does not have a property on the Las Vegas strip, but is diligently looking to build or re-brand a large 2,000 room plus property there, J.W. Marriott said. Realizing there would probably be a casino element in such a property, Marriott is looking to lease out the casino operations, he said. “ I don’t want to wake up tomorrow and find out someone just cleaned us out for $20 million playing baccarat,” Marriott said. “We don’t know the casino business,” he said, adding the company was looking to acquire the Las Vegas Hilton, but the deal fell through.
Bill Mariott Jr.: Optimistic outlook.