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Marriott’s move into Airbnb territory adds upmarket appeal

May 2, 2019 Headline News No Comments Email Email

Marriott, the world’s largest hotel company (more than 7000 properties worldwide) is taking on Airbnb at its own game and getting into the home-rental arena.

From next week, Marriott will start renting 2000 homes in 100 cities across the US, Latin America and Europe, working with property management companies in each market.

Marriott is going for the upmarket accommodation echelon, not the lofts and suburban-spare-rooms market.

The hotel chain’s new product is called Homes & Villas by Marriott International. Marriott describes it as “a home rental initiative offering 2000 premium and luxury homes located in over 100 destinations throughout the United States, Europe, the Caribbean and Latin America”.

The new move comes hot on the heels of the launch of Marriott Bonvoy, an overarching new name for the travel program replacing Marriott Rewards, Starwood Preferred Guest and The Ritz-Carlton Rewards.

Members of Marriott Bonvoy will be able to earn and redeem points at the “highly-curated homes” in the Homes & Villas by Marriott International collection, giving an edge over Airbnb for the affluent traveller.

“The launch of Homes & Villas by Marriott International reflects our ongoing commitment to innovation as consumer travel needs evolve,” said Stephanie Linnartz, global chief commercial officer at Marriott International.

Marriott offers this as an example of the type of property it will offer under the Homes & Villas by Marriott International banner

“What started out as a pilot a year ago is now a global offering, providing our guests with the space and amenities of a home backed by a trusted travel company, and the very best in loyalty benefits.”

Marriott’s expansion into home rentals was developed as a result of the 2018 pilot under the brand extension Tribute Portfolio Homes. Of the guests who booked a home during the pilot, which was only available in select European cities, nearly 90% were members of Marriott Bonvoy and over three-quarters were travelling for leisure with family and friends.

Marriott says that during the pilot, the average guest stay was more than triple the typical hotel stay. Typical accommodation under the Homes & Villas by Marriott International banner include spacious, luxury and premium homes with one or more bedrooms, large kitchens, in-unit laundry and more.

The introduction of Homes & Villas by Marriott International adds nearly 40 new leisure destinations for Marriott Bonvoy members to earn and redeem points, including Sorrento, Italy and the Amalfi Coast, Italy; North Lake Tahoe, California; and St. Barts in the Caribbean.

Homes include:

  • A four-bedroom cottage on six private acres of California wine country.
  • A six bedroom villa in Sorrento, Italy with an infinity pool overlooking the Mediterranean Sea and a wood-fire pizza oven.
  • An oceanfront villa in Anguilla with private beach and a personal butler and house staff.
  • A 18th century Irish Castle that sleeps 17 and features a private lake for boating and fishing.
  • A six-bedroom townhouse in London with a children’s playroom and climbing wall.

Marriott is launching Homes & Villas by Marriott International with select property management companies that are already managing these homes. These trusted property management companies provide guests a professionally cleaned home with 24/7 support, high speed Wi-Fi, premium linens and amenities, and family-friendly conveniences upon request.

Edited by Peter Needham

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