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New Concept of all Courtyard Hotels in Europe

Marriott International is one of the most successful hoteliers with business all over the world. The company plans to make some changes to the design of its Courtyard hotels in Europe. This midscale brand is targeted at demanding travellers who are both cost-conscious and wish to get best serving.

The hotelier thinks it can become even more successful if it makes its European accommodations more relevant to surrounding atmosphere. During the last survey conducted in European Courtyard hotels, over 70% of total visitors in them are Europeans, so the hotelier’s aim is to make its accommodations friendlier to natives. We’ll be able to see how successful Marriott is in reaching this aim when the hotelier makes its concept come alive in the 230 guestroom Courtyard by Marriott hotel in Cologne and Courtyard hotel in Aberdeen with 194 guestrooms. Both accommodations will greet their first guests in 2013.

Amy McPherson, the president of Marriott Europe, highlights the importance of tailoring brands to local tastes in order to make them more relevant. This is the most economically prudent and efficient model of running business. European customers have different taste comparing to, for example, visitors from Asia. European guests prefer modern and simple design. They don’t like too stylish or too concept designs, praising contemporary design and fresh look.

Marriott has done 18-month long work in order to develop prototypes of new interior for European customers. As the majority of visitors of Courtyard hotels are business travellers, the hotelier has developed designs with them in mind.

30.11.2011

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