BALTIMORE— Marriott International this week brought together its hotel owners, architects, designers and vendor suppliers during a three-day event in a strong effort to re-energize its brands in the face of a slow economy and increasing competitive pressure. Hosted at the Baltimore Marriott Waterfront Hotel here, Marriott paraded its brand executives in front of 500 attendees of its Link 2002 Event, approximately 100 of whom were suppliers, 200 hotel owners and managers and the rest designers, architects and Marriott associates. The message to the crowd was clear, that it is time for Marriott to lead the lodging industry out of its present funk with bold hotel designs, innovative features and unmatched guest services Despite the vendor show floor and access to Marriott brand executives, perhaps the highlight of the event was the appearance of J.W. (Bill) Marriott Jr., chairman/CEO of Marriot. Telling warm and whimsical stories of how his family got into the hospitality business and his father’s love affair with Astro Turf, Marriott made no bones about telling the audience how important they are to the success of the company and lodging industry overall. “We are very committed to working very closely with you to improve our products and improve our lines,” Marriott told the audience of hotel owners, designers, architects and suppliers. “We listen to you and as we go forward today, we will continue to listen to you. You are the closest to our customers.” The main focus of the event was on Marriott’s relationship with its franchisees. The big push to them was to renovate, re-invent, refresh and revitalize the Marriott brands, specifically its select service portfolio consisting of: Courtyard, Springhill Suites and Fairfield Inn brands; and extended-stay chains Residence Inn and TownPlace Suites. “We are the leader. And when you are the leader in brands and hotels, you must lead,” said Rob Reinders, vp of the Design Management Architecture & Construction Division for Marriott. “We have been busy building buildings during the last six to eight years [constructing about]800 new hotels. Now we have to take care of them. We have to re-invest in them and we have to lead them.” “These are tough times,” said Steve Joyce, executive vp of owner/franchise services for Marriott. “We are dependent on your growth. Our success is in your hands,” he told the audience. Marriott is looking to enhance its brand preference and the Link 2002 event was specifically designed to create a “unique” setting for Marriott and hotel owners to “collaborate” in order to grow the organization more profitably,” Joyce said. “Where we haven’t worked together in the past, like on Courtyard, we have had to redo,” he said. “Buildings don’t last 30 to 40 years without reinvestment. It is important that we take this on as a priority, or these buildings will die,” he said. Specifically, Marriott executives showed off the latest guestroom, lobby and bath designs for its hotel owners and operators to see in an effort to share with them their strategy and get them on board to upgrade their own properties. To do that, executives highlighted the recent lobby and guestroom design changes to Courtyard, Fairfield, Residence, SpringHill and TownPlace Suites. For instance, Courtyards have a new lobby setting with a disengaged front desk resulting in more public space that can be used more comfortably by guests after the traditional breakfast hours. The fireplace is now off the center wall and more glass panels are added. Courtyard also chose new guestroom bedding that is “more inviting” with softer colors. TownPlace Suites upgrades include higher headboards for beds, recessed light panels and more comfortable desk chair and redesigned desk that can be used for dining or work equally. The guestrooms were completely re-organized so that now guests can view the TV from any angle in the room, as well. SpringHill Suites also received a lobby and guestroom upgrade and the
New Courtyard guestroom design.