Like the airlines, hotel groups are using beds as a marketing tool, with Marriott going flat out to win the race. Jonathan Hart reports on the group’s contribution to the battle The cheesy marketing or seductive innuendo may sometimes irritate but at least it’s no longer a case of bed and bored for weary road warriors. Today’s business hotels, it seems, will say or do almost anything to lure you between the sheets.
To the tune of glossy advertising, everything from a gym or spa to a separate shower or ergonomic in-room workstation has been trumpeted in recent years as the must-have overnight accoutrement for middle to upper management.
So no surprise, perhaps, that the lure has finally come to rest on the bed itself as the key executive energiser, with prestige brands producing their own designer models. Along with a nifty sideline in retail sales for those discovering they sleep better on these than they do at home.
The only problem has been that designer hotel beds, like the brands that offer them, have to date been less than universal, remaining a float-on-clouds dream for the average business traveller.
That was before Marriott climbed into the bed wars earlier this year, rolling out its crisp and comfy Revive collection of bedding to what soon should be a widespread and everyday choice of business locations. Revive beds and additives are to be installed, where feasible, at selected properties in the 180-strong, 4-star Marriott Hotels & Resorts network –ostensibly bringing designer sleep to the business travel masses and sounding a wake - up call to the mid-range competition.
Marriott, of course, has its top of the range JW Marriott brand, currently numbering 12 worldwide, and is parent company of the 60-strong Ritz-Carlton and fledgling Bulgari chains, each offering specific luxury trappings.
But for a group that operates or franchises over half a million rooms at more than 2,700 properties in 67 countries, including the quality, full-service Renaissance Hotels & Resorts, limited service Courtyard by Marriott, and up to dozen other suites, apartments, residential and time share brands, Marriott was born of humble origins.
Founder J.W. Marriott was a Mid-West farm boy who ran a root beer stall before moving on to launch first a string of restaurants and then Marriott arguably the world’s first cookie cutter hotel chain in the 1950s, promoting standardized levels of quality accommodation, services and value –a formula that has stood the test of time.
Marriott senior saw the chain expand internationally before his son, J.W. junior, shifted overseas operations from an ownership to management and franchise platform in the 1970s. A move that accelerated growth and hoisted the family flag above a still spiralling global network of hotels with 128,000 employees, generating sales of US$11.6 billion
to date. At the same time, along with the development of tiers, the appearance or perception of Marriott has changed from a strictly US-style mid-range operator to a multilingual, locally geared, tried and trusted provider of business accommodation in all categories. Frequently with a choice of three or more brands in a single city.
What has not changed is the group’s egalitarian philosophy that travellers, at all levels, can rely on and get what they pay for wherever they go, with preferential treatment and easy-to-achieve incentives added. And if that means installing designer beds, consider it done. Executive floors/Concierge Levels
Club Room: depending on location, is usually larger/more spacious than standard
accommodation but with similar full specifications, including ergonomic work desk and chair; fax and data points; advanced satellite/cable TV; alarm clock and reading lights; minibar and safe; hair-dryer and ironing board; coffee/tea making facilities; and daily newspaper
Club amenities: private entrance and concierge staff; upgraded bathroom, robe and slippers; lounge serving continental breakfast, evening drinks and canapes; selection of magazines and newspapers
Other benefits: complimentary suit pressing and shoeshine; daily fresh fruit selection, snacks and choice of newspaper(s) delivered to room; Club Concierge to handle onward
travel/hotel reservations, shopping and entertainment arrangements
Check-in and Check-out: express service
Loyalty programme: Marriott Rewards, comprising up to five points for every $1 spent, can be earned for stays at most company brands. These can be redeemed with Marriott, 20 airlines and other travel partners for over 300 different awards, including room upgrades, free stays, flights and excursions. Minimal blackout dates for redeeming awards are a key feature of a scheme that has more than 11 million members and no enrolment fee. Three tiers of membership begin at 10-plus nights in a calendar year (Silver), rising to 50-plus (Gold) and 75-plus (Platinum) for extra awards or privileges
Cost: average US$20 per night supplement on standard room
Website: www.marriott.com
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