Hotel Online
News for the Hospitality Executive


Data and Analytics: The Blueprint of Service Design

Aug. 22, 2012It’s a new stay®. That’s the mantra from Courtyard by Marriott, the world’s 12th-largest lodging brand, with 900 hotels in 35 countries. In the US, where the brand faced increasing competition in the business hotel category, Courtyard by Marriott started looking at ways to revitalize the guest experience and sustain customer satisfaction ratings.
When your parent company is ranked by Fortune magazine as the Most Admired Company in the Lodging Industry worldwide for the 12th consecutive year, you can’t rest on the status quo. Courtyard by Marriott had pioneered the concept of the business traveler’s hotel, but it needed to take action to maintain that leadership, especially as business travelers grew savvier and more discerning about their experiences and options.

The result of considerable research, analysis, prototyping and focus group testing was a total overhaul of the lobby space, including food and beverage areas – a companywide initiative that headlines the Courtyard by Marriott website:

It’s where checking in meets staying your way… where partly cloudy meets dinner plans… where collaboration meets relaxation… where great style meets a great night’s sleep… meeting space meets eating space… work out meets rock out… catching up meets kicking back… the boardroom presentation meets boarding pass. It’s where space to work meets room to relax.
The new lobby combines fun, style and functionality in a way that reflects the brand promise. For example, there are flexible “media pods” that can be used as office spaces or social spaces, depending on how guests arrange the furniture. The imposing check-in desk has been replaced by welcome podiums that enable more direct and personable interactions. Guests can get quick access to weather, traffic conditions, local restaurant recommendations and flight information on a large, touch-screen display. They can print airline boarding cards on dedicated print stations and get healthy, modern food at a redesigned café that offers a lively atmosphere for cocktails in the evening.
The design has been so successful that franchisees are renovating their hotels faster than expected. Within the first two years, 300 of more than 600 US locations had already been updated.

To read the remainder of this white-paper please go to (registration required).

About Hospitality Upgrade & Hotel-Online
For 20 years, Hospitality Upgrade has been the technology source educating hospitality professionals on the latest technology developments through a magazine, online media and events. Hospitality Upgrade reaches more than 32,000 subscribers in more than 109 countries. Hospitality Upgrade’s The CIO Summit is an annual gathering of the highest levels from hotel companies and management companies. Providing daily news information to the hotel industry, the Hotel-Online website and daily email provide industry leaders with the most relevant global news, trends, products and services.

Geneva Rinehart
Hospitality Upgrade

Receive Your Hospitality Industry Headlines via Email for Free! Subscribe Here

To Learn More About Your News Being Published on Hotel-Online Inquire Here

Also See: Hospitality Upgrade Launches HU Interviews with Bob Gilbert, Presdient & CEO of HSMAI / August 2012

See What You Missed at HITEC! Hospitality Upgrade Publisher Richard Siegel Interviews Technology Expert Jon Inge from the HITEC 2012 Show Floor in Baltimore, Md. / July 2012

A Slideshow from a Week with Hospitality Upgrade and Hotel-Online / July 2012

If HITEC Were Five Days; A recap of personal experiences from the Hospitality Upgrade and Hotel-Online Staff / Geneva Rinehart / June 2011

To search Hotel Online data base of News and Trends Go to Hotel.OnlineSearch

Home | Welcome | Hospitality News
| Industry Resources

Please contact Hotel.Online with your comments and suggestions.