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News and Information Article
Successful, Young Brand Already Dwarfs Competition With 155 Hotels Open and
Will Expand Rapidly with Over 140 in its Development Pipeline
WASHINGTON, Jan. 22 // -- Marriott International, Inc. (NYSE:
MAR) today unveils the stylish new SpringHill Suites at an exclusive
gathering in Los Angeles coinciding with the American Lodging Investment
Summit. Marriott International is enhancing SpringHill -- already one of
its most successful and fastest growing brands -- to further distance it
from the brands competitors in the lifestyle segment. Launched nine years
ago, SpringHill appeals to active, style-conscious guests seeking an upper
moderate tier brand. SpringHill already dwarfs its rivals with 155 hotels
across the United States and Canada and over 140 more in its development
pipeline.
(Photo: http://www.newscom.com/cgi-bin/prnh/20070122/NYM064 )
SpringHill is evolving to the next level in design, service and
amenities due to the changing landscape of business travel. The line
between productivity and personal enjoyment is blurring, and hotels are
expected to offer experiences that go well beyond a comfortable bed and a
clean bathroom. For the underserved and growing segment of
enjoyment-seeking guests, SpringHill will be a breath of fresh air blending
smart, striking design with essential comforts and service excellence.
"The evolution is a collaboration between SpringHill and owners on its
Franchise Advisory Committee to elevate a brand that already has
approximately a 20 percent RevPAR premium* and make it even more successful
in the lifestyle segment with consumers and with developers of mixed-use
projects," said Laura Bates, senior vice president, select service and
extended stay brands, Marriott International. "Our close collaboration with
owners and franchisees means they are already incorporating the new design
into new-build properties and because the new design will fit into the
footprint of existing hotels, planned renovations will be easy to
incorporate as well."
Hotels with elements of the new design will open late this year with
the first complete package opening in 2008. Marriott projects that by the
end of 2009, 75 percent of SpringHills hotels will have most or all of the
key design features, enabling the brand to redefine the upper moderate
lifestyle category and penetrate new markets.
SpringHills positioning and design evolution is backed by the full
power of Marriott International, including the companys unmatched sales
engines, service excellence, guest loyalty and industry expertise. With its
track record of success in developing and guiding winning brands, the
company expects SpringHills popularity to continue to grow among customers
as well as owners and franchisees.
Design
The new SpringHill public space features an innovative and contemporary
design aesthetic that is fresh, open, flexible and functional. The public
space uses lighting, music, moveable "softwalls" and changeable graphic
panels to create distinctive environments throughout the day. Guests can
explore, connect, work and relax as they see fit. Features include an
expanded and improved fitness area with pool, an outdoor terrace enclosed
by a living green wall, and a market that serves as the guests 24/7 source
for healthy snacks, indulgent treats, drinks and simple travel needs.
The guest room, already 25 percent larger than traditional hotel guest
rooms, has been completely redesigned into a space that is both comforting
and inspiring -- a seamless blend of style and functionality. The sleeping
area provides a fresh color palette that combines with a cleanly designed
wardrobe, desk, hospitality and entertainment center, large window with
feature wooden seat and signature bedding package to create a truly
rejuvenating bedroom environment. The living area features a 32" flat-panel
high-definition LCD television and a sectional sofa with fold-out double
bed. Modular tables and an area with mini-fridge, microwave and coffee
maker exemplify the efficient, flexible nature of the space.
Unique for hotels in its category, SpringHill will offer guests
separate bathroom and shower areas accessed through sleek, attractive
sliding doors. The spa-like shower room highlights include a glass
enclosure for a refreshing shower, distinctive vanity and mirror,
iridescent tile wall, and creative lighting feature, all of which help
guests relax and reenergize.
The SpringHill strategy is based on extensive research and was
developed with consultants from Publicis BOS Group and Callison Architects.
SpringHill - - where style meets substance.
* According to Smith Travel Research
MARRIOTT INTERNATIONAL, INC. (NYSE: MAR) is a leading lodging company
with more than 2,800 lodging properties in the United States and 67 other
countries and territories. Marriott International operates and franchises
hotels under the Marriott, JW Marriott, The Ritz-Carlton, Renaissance,
Residence Inn, Courtyard, TownePlace Suites, Fairfield Inn, SpringHill
Suites and Bulgari brand names; develops and operates vacation ownership
resorts under the Marriott Vacation Club International, Horizons, The
Ritz-Carlton Club and Grand Residences by Marriott brands; operates
Marriott Executive Apartments; provides furnished corporate housing through
its Marriott ExecuStay division; and operates conference centers and golf
courses. The company is headquartered in Washington, D.C., and had
approximately 143,000 employees at 2005 year-end. It is ranked as the
lodging industrys most admired company and one of the best places to work
for by FORTUNE(R). The company is also a 2006 U.S. Environmental Protection
Agency (EPA) ENERGY STAR(R) Partner. In fiscal year 2005, Marriott
International reported sales from continuing operations of $11.6 billion.
For more information or reservations, please visit our web site at
http://www.marriott.com.
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