The Repositioning of the Courtyard by Marriott (By Natalie The)

The Courtyard by Marriott was founded in 1982 and is a brand that targets guests who are traveling for business. Throughout the years, they remained to target business travelers, but the demographics of business travelers are continually changing. Just this year we welcomed Generation Z into the workforce. In order to keep up with the wants and needs of the shifting generations in the workforce, The Courtyard by Marriott chose to reposition its brand image.

A New Image

The repositioning of The Courtyard brand reflects upon the phrase “work hard, play hard” something newer generations truly value. The Marriott International Company realized they can no longer get by just saying the purpose of this brand if they wanted to attract the current market of business people. They wanted to show their target market they know what they want and are able to accommodate for any guest that chooses to stay at one of their properties. The purpose of repositioning the Courtyard was to enhance the “home away from home” experience for people traveling for business, by cultivating the values of the newer generations of business travelers. It is now a place where guests are welcome to work or play how they wish, with employees and a brand that will support them and help to create a space where they are able to achieve their goals. The repositioning of the brand included a change in the logo as well. The original logo included a row of trees above the name, but now it has changed to just the words “Courtyard” with “Marriott” beneath it. This change reflects upon the shift in generations that make up current business travelers, ones who enjoy a cleaner and simplistic look.  

Out of this World Atmosphere

Many of the Courtyard properties have gone through renovations in parallel with the brand repositioning. The physical changes include a different feel and environment to not only the lobby but the entire property. The lobby gives a nice ambiance that makes it an effective place to work but also a fun place to play. Additions to the lobby include a large screen television and comfortable seating. The high-speed internet and business center allow any guest who would like to be productive a proper workspace. The rooms were renovated so guests could have a relaxing place to go after a long day of work. For specific Courtyard properties, additions of outdoor seating and fire pits were added during the renovation allowing another place for guests to relax after their long day of hard work.

Food & Beverage

Although the 24/7 market was already implemented in many Courtyard properties, it was not always a sufficient food and beverage option for guests. Most Courtyard properties now have a newly renovated and trendy eatery called The Bistro. The Bistro offers breakfast and dinner daily, and even includes a full bar during the evening. The menus are constantly changing with additions of seasonal items and specialty drinks to keep up with the changing trends. For breakfast, you can expect to have a few slices of avocado toast with a Starbucks coffee, which can be consumed in The Bistro or on the go. In the evening you can expect items like crispy brussels sprouts, salads, and flatbreads as your options. You can pair your meal with a specialty cocktail only available at The Bistro, or your usual “go-to” drink.

The Bistro is a fantastic option for business travelers who have meetings throughout the day and would like to wind down at their hotel after. They are able to enjoy a meal without needing to leave the property. They can use the environment to do their work productively while they eat or to kick back and grab a few drinks with their coworkers. In addition, The Bistro is useful for business travelers who do not have a rental car but are staying in a suburban area. Instead of calling an Uber or cab just to grab a simple meal, they are able to grab a meal right in the convenience of their hotel.

During the Summer of 2018, I got the opportunity to do a rotational internship with The Courtyard of Silicon Valley located in Milpitas, California. I was able to see the physical changes Courtyard properties have made and how that reflects upon their guests. Although some people may not like the changes Marriott has made with The Courtyard brand, the repositioning has shown Marriott International’s dedication to taking care of all their different guests in a fast-changing world. Do you believe that the repositioning of The Courtyard brand was successful? What kinds of renovations and changes do you believe will happen once the majority of business travelers are from Generation Z?

About The Author

Natalie The is a third-year-year Hospitality Management major at the Collins College of Hospitality Management at Cal Poly Pomona. The organizations she is involved with on campus include Alpha Kappa Psi, a professional business fraternity, and Eta Sigma Delta, a hospitality honor society. She currently works at the H-Café, which is located at The Collins College. In the future, Natalie hopes to work in the Human Resources in the hospitality industry.

Note: The picture was downloaded from https://www.discoverlehighvalley.com