Marriott Gives Courtyard Hotels a Long Overdue Refresh
Photo Credit: Marriott announced plans Wednesday to modernize roughly 36 percent of its North American Courtyard portfolio (pictured: the brand's new exterior look). Marriott International
Skift Take
Just because Marriott sees more growth opportunity abroad doesn’t mean it will neglect its reliable staples in the U.S. But a successful brand refresh like Courtyard’s hinges on sticking to timelines (or speeding those up).
Marriott’s Courtyard Hotels has managed to stay the hotel company's second largest fee-generating brand without a whole lot of tweaking over the years. But executives, seeing the growing competition coming in upscale roadside hotels, know that it is high time for a makeover in the U.S. for its nearly 40-year-old brand.
A plan was announced Wednesday by Marriott that will go way beyond just fresh coats of paint.
The modernization push comes months after IHG announced it was implementing a quality check initiative at 200 Holiday Inn and Crowne Plaza hotels. Choice Hotels underwent a massive brand transformation for its Comfort brand while also chasing more upscale clients with other brands like Cambria. BWH Hotel Group, Best Western’s parent company, also moved in recent years to pursue higher-end clientele.
More than 375 Courtyard by Marriott hotels across North America — roughly 36 percent of the brand’s continental footprint — will get an exterior refresh by 2024, the company announced. The owners of many of those properties are also tying the exterior work to interior renovations of public spaces and guest room
