Despite unease over Europe's short- and long-term economic future, Marriott International is moving forward with a new design prototype for its Courtyard by Marriott brand in Europe. In addition, Marriott says it will look to "significantly grow the brand across Europe."
For more than a year, Marriott conducted extensive customer research and market analysis in order to create the new Courtyard concept, which is designed to appeal to the European traveler. The first two hotels to debut the new design will be the 194-room Courtyard by Marriott Aberdeen and the 230-room room Courtyard by Marriott Cologne. Both hotels are scheduled to open in 2013.
Amy McPherson, president and managing director of Marriott International in Europe, said that European guests are looking for "fresh, simple, contemporary design as well as great value." McPherson added that 70 percent of Marriott's European business comes from Europe.
Owners will like hearing that the new design is more economically viable and efficient to both build and operate. The Courtyard by Marriott European prototype model is based on a 170-room, six-level hotel situated on a 62,000-square-foot site, with a flexible design that may be scaled up or down to meet market or site conditions.
Guestrooms will boast clean lines, natural light and a mediterranean color palette: it's designed to be a haven for the business traveler with a multitude of tech touches and ample work space. The spa-like bathroom features a light-reflecting frosted glass door and corner wall highlighted with teak accents.
Public spaces will support the business traveler's needs for dining, meeting and socializing. Décor is based on deep blues and greens and throughout the hotel indigenous materials such as European stones and woods will also be employed. Common in domestic U.S. Courtyard lobbies, the new design will also employ the interactive GoBoard screen featuring news, weather and local information and a 24-hour market for grab-and-go salads and sandwiches.
With a still tenuous European economy, the new design model is a bold move by Marriott, which has a goal of reaching 80,000 rooms in Europe by the end of 2015.