Marriott Executive Apartments has long provided upper-upscale serviced apartments to travelers throughout Asia, Europe, the Middle East, Africa, and Latin America. The new brand will take the concept to the United States and Canada.
Marriott said the new brand is designed to meet growing demand from “families and friends seeking more space for stays, propelled by the blending of work and leisure travel, and desire among younger travelers for wider accommodations options.”
Apartments will have a separate living area and bedroom, a full kitchen, and a washer and dryer in-unit.
The idea will be distinct from Marriott’s extended-stay brands (Residence Inn, TownePlace Suites, and Element), which include standard hotel facilities such as food and beverage options, conference rooms, and shops.
Apartments by Marriott Bonvoy properties will be priced slightly more than Marriott’s core extended-stay portfolio, with a focus on the upper-upscale and luxury sectors. The extended-stay hotel brands of Marriott are classified as upper-midscale and upmarket.
Marriott’s expansion into serviced apartments comes as hybrid apartment hotels and short-term rentals thrive. According to vacation rental data analytics firm AirDNA, demand for short-term rentals has reached all-time highs in the United States, with demand expected to rise by 20.3% on average between 2021 and 2022.