SpringHill and Owners On the Franchise Advisory Committee
155 Hotels Open and Over 140 in Development Pipeline
|WASHINGTON, Jan. 22, 2007 - Marriott International, Inc. (NYSE:MAR)
today unveils the stylish new SpringHill Suites at an exclusive
gathering in Los Angeles coinciding with the American Lodging Investment Summit. Marriott International is enhancing SpringHill -- already one of its most successful and fastest growing brands -- to further distance it from the brand's competitors in the lifestyle segment. Launched nine years ago, SpringHill appeals to active, style-conscious guests seeking an upper moderate tier brand. SpringHill already dwarfs its rivals with 155 hotels across the United States and Canada and over 140 more in its development pipeline.
SpringHill is evolving to the next level in design, service and amenities due to the changing landscape of business travel. The line
between productivity and personal enjoyment is blurring, and hotels are expected to offer experiences that go well beyond a comfortable bed and a clean bathroom. For the underserved and growing segment of enjoyment-seeking guests, SpringHill will be a breath of fresh air blending smart, striking design with essential comforts and service excellence.
"The evolution is a collaboration between SpringHill and owners on its Franchise Advisory Committee to elevate a brand that already has
approximately a 20 percent RevPAR premium* and make it even more successful in the lifestyle segment with consumers and with developers of mixed-use projects," said Laura Bates, senior vice president, select service and extended stay brands, Marriott International. "Our close collaboration with owners and franchisees means they are already incorporating the new design into new-build properties and because the new design will fit into the footprint of existing hotels, planned renovations will be easy to incorporate as well."
Hotels with elements of the new design will open late this year with the first complete package opening in 2008. Marriott projects that by the
end of 2009, 75 percent of SpringHill's hotels will have most or all of the key design features, enabling the brand to redefine the upper moderate lifestyle category and penetrate new markets.
SpringHill's positioning and design evolution is backed by the full power of Marriott International, including the company's unmatched sales
engines, service excellence, guest loyalty and industry expertise. With its track record of success in developing and guiding winning brands, the company expects SpringHill's popularity to continue to grow among customers as well as owners and franchisees.
The new SpringHill public space features an innovative and contemporary design aesthetic that is fresh, open, flexible and functional. The public space uses lighting, music, moveable "softwalls" and changeable graphic panels to create distinctive environments throughout the day. Guests can explore, connect, work and relax as they see fit. Features include an expanded and improved fitness area with pool, an outdoor terrace enclosed by a living green wall, and a market that serves as the guest's 24/7 source for healthy snacks, indulgent treats, drinks and simple travel needs.
The guest room, already 25 percent larger than traditional hotel guest rooms, has been completely redesigned into a space that is both comforting and inspiring -- a seamless blend of style and functionality. The sleeping area provides a fresh color palette that combines with a cleanly designed wardrobe, desk, hospitality and entertainment center, large window with feature wooden seat and signature bedding package to create a truly rejuvenating bedroom environment. The living area features a 32" flat-panel high-definition LCD television and a sectional sofa with fold-out double bed. Modular tables and an area with mini-fridge, microwave and coffee maker exemplify the efficient, flexible nature of the space.
Unique for hotels in its category, SpringHill will offer guests separate bathroom and shower areas accessed through sleek, attractive sliding doors. The spa-like shower room highlights include a glass enclosure for a refreshing shower, distinctive vanity and mirror, iridescent tile wall, and creative lighting feature, all of which help guests relax and reenergize.
The SpringHill strategy is based on extensive research and was developed with consultants from Publicis BOS Group and Callison Architects. SpringHill - - where style meets substance.
* According to Smith Travel Research
MARRIOTT INTERNATIONAL, INC. (NYSE: MAR) is a leading lodging company with more than 2,800 lodging properties in the United States and 67 other countries and territories.
Marriott International, Inc.
|Also See:||Marriott, Renaissance Unveil New Generation of Guest Rooms; Part of the Company's Move to Bring More Variety to its Portfolio of Hotels / March 2005|
|Courtyard "Reinvents" the Hotel Designed by Business Travelers in Arlington Heights, Illinois / January 2007|