Marriott Unveils Design of the Future

6th Jun 2005

Marriott International’s Residence Inn
brand, which pioneered the extended-stay category, today announced its
“Gen7” suite, a new design that will re-define extended-stay lodging. A
bold statement in 21st century residential style, the new suite showcases
contemporary decor and finishes that reflect the comforts and luxuries of
a modern American home. Commanding a 30 percent REVPAR premium over the competition, Residence Inn
by Marriott has dominated the extended-stay category for 30 years by
reinventing itself as customer needs have changed and today remains one of
the lodging industry’s most powerful brands with $1.7 billion in sales.
Residence Inn also leads the segment with a 19 percent occupancy premium
and a 10 percent rate premium over the competition. Representing the new
urban emphasis of the brand, later this year, the 500th Residence Inn will
open in the heart of Manhattan—a 43-story mixed-use development on
Avenue of the Americas overlooking Bryant Park. Residence Inn expects to add 30 hotels to its system this year and is on
track to add 25 to 30 hotels each year from 2006 to 2008.

Laura Bates, senior vice president, extended-stay brand management,
Marriott International, said, “Gen7 will re-define the extended-stay
experience and we’re delighted to report that the response from our
guests, owners and franchisees has been overwhelmingly positive.”

Extended-stay guests who evaluated the new design gave it high marks for
being stylish, sophisticated, distinctive and innovative. The suite was
rated “good” or “excellent” by 98 percent of guests, who also indicated
they would be willing, on average, to pay 16 percent more for the

The new Gen7 suite features “zones” to meet the living needs of the
extended-stay guest—cooking, dining, working, relaxing and sleeping.
Incorporating elements of a modern residence, the room features stainless
steel appliances and granite countertops in the kitchen; upgraded bedding
that is softer and more luxurious; a comfortable and multi-functional
living area, with recliner and ottoman, and a striking red chaise lounge
that converts into a bed.

“We invested in our portfolio of more than 25 Residence Inns because it
defines and sets the standards of the extended-stay category—no other
brand comes close,” said Bruce White, chairman and CEO of White Lodging
Services, a major Residence Inn franchisor. “Now with their newly designed
room, we can deliver an even more superior guest experience that will
enable us to attract new customers and grow market share.”


“Residence Inn is one of Marriott’s strongest performing brands with
tremendous growth potential,” added Bates. “Extended-stay product
represents just 8 percent of the lodging market, while customer demand is
upwards of 30 percent. Outstanding development opportunities exist in
traditional locations, as well as in urban markets and with mixed-use


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