Marriott targets public space
Marriott is planning for its great room concept, a transformation of public space in its Marriott Hotels & Resorts and Renaissance Hotels & Resorts. The new concept is designed specifically
for the 24/7 work patterns of business travelers today, who smoothly
transition and mix work, relaxation, socializing and play throughout the day.
“Hotels generally invest a significant amount of money in their lobbies—
but the traditional use is very limited, like a formal living room that’s no
longer popular,” said Mike Jannini, executive vice president of brand
management, Marriott International.
He added, “With our great room concept, guests can
tailor the use of these marvelous spaces to their own needs, just like they do
in their own homes. Last year we launched a guest room that could easily be
adapted to individual and unique needs. Now we are doing the same with our
The great room concept knocks down architectural barriers, creating zones.
These adaptable spaces will enable guests to more easily meet and work in
small groups, take a private time out, or casually dine in more open spaces
with easy access to the latest technologies:
—The welcome zone will be transformed into more than a place to check-in
at the front desk or kiosk, featuring a new approach to local
information, personalized concierge services and retail offerings.
—The individual zone will be a quiet place to unwind with small,
comfortable spaces to read magazines and newspapers, work, surf the net
or listen to personal entertainment, as well enjoy a snack.
—The social zone will enable groups of business travelers to relax in a
lounge atmosphere, offering intimate tables-for-two, where guests can
converse with a glass of wine or gourmet treat, as well other areas for
impromptu meetings or breakout discussions.
—The business zone will include a multi-functional boardroom complete
with audio/visual equipment, a space with state-of-the-art technology
for small groups, a revamped business center, and quiet spaces for private conversations.
To develop the great room concept, Marriott is working with consulting
firm IDEO, whose experts literally followed business travelers as they went
about their days and conducted interviews to gather information that typical
survey research cannot reveal. They found that today’s business travelers use
public spaces in vastly different ways than a traditional hotel design
encourages. For instance, many guests participate in “social business”-
traveling, working and socializing with a group of colleagues. In contrast,
other individuals are more likely to engage in “relaxing work”-working on
their own time and pace, multi-tasking between personal business and work.
The great room concept will be introduced at select Marriott Hotels &
Resorts and Renaissance Hotels & Resorts in 2006.