For four decades, Courtyard by Marriott has been a trusted haven for business travelers looking for comfort, convenience and a touch of local flavor. Now, on the heels of its 40th anniversary, Courtyard isn’t just reminiscing—it’s redefining the work-travel experience with exciting developments like hotel openings, enhanced amenities, additional technology touchpoints and a lazy river or two.
I sat down with Diana Plazas-Trowbridge, senior vice president and global brand leader for Marriott’s Select Brands, which includes Courtyard by Marriott, to discuss the hotel’s legacy and what we can expect years from now.
What is the story behind the Courtyard by Marriott brand?
It was born out of a conversation between hoteliers and entrepreneurs with Mr. Marriott in 1983. They told him they were seeing more business travelers with different needs who might not want the big, traditional hotel. So they went and talked to business travelers about their needs and what they wanted from a hotel, and so they built it. It was a business and tourist hotel designed by business travelers. It is designed by them where they feel at home. It created a whole new category that has obviously grown significantly.
What were some of the touchpoints initially identified by business travelers that shaped the hotel? Has he stayed true to that philosophy?
Courtyard by Marriott North Pattaya
Courtyard by Marriott
Some of these key expectations remain. Courtyard by Marriott’s original design prioritizes amenities such as a bistro bar that offers a place for guests to relax with drinks after work or grab breakfast in the morning. Other ideas have changed. For example, we added media packs in public spaces to facilitate easy collaboration between travelers. It’s how we stay true to the original passenger to make sure they’re comfortable, but at the same time we evolve with the needs of the customers. Enhancements such as mobile check-in, mobile dining options and partnerships with sports leagues such as the NFL have been integrated to enhance the guest experience.
With the changing landscape of how we conceptualize work, especially with the rise of remote and hybrid work, how is Courtyard by Marriott adapting to meet the needs of today’s professionals?
The pool at Courtyard Bali Nusa Dua Resort
Courtyard by Marriott
Courtyard by Marriott has expanded its offerings to accommodate the changing nature of work. We have over 1,300 locations in 60 countries, so as you think about the rise of telecommuting and hybrid work, you’ll see some additional resort destinations that make it easier to balance work and leisure.
We opened Courtyard in Bali for example. We have a Courtyard Pigeon Forge in Tennessee that has its own lazy river. So it provides a place that combines work and fun, but also where the room is still conducive to that business traveller. It still has a desk and flexible elements. Then you will have the rest of the hotel as well as the public spaces.
We also make small adjustments based on different regions. What you may need in Europe differs from what you may need in the United States. So it’s really about how the brand approaches these customer needs in different destinations.
Courtyard by Marriott, Perth
Courtyard by Marriott
Can you describe these different needs in global markets?
I was just in China, where our market does not play such a big role. Here in the US, our take-out market has really taken off. In China, they are used to technology and use apps to order food. They are set up to receive deliveries from the apps that go straight to their room. In Europe, for example, you have smaller spaces, so in those cities you will have smaller rooms. In the US, we take advantage of where our hotels are located so you have more space to work and sleep.
How does technology, especially AI, play a role in the future of Courtyard by Marriott?
Our technology is powered by the Marriott Bonvoy app and is an integral part of enhancing the guest experience at Courtyard by Marriott. Features such as mobile check-in, mobile check-out and mobile dining allow guests to optimize their hotel experience. For example, if you’re driving and check in late at night, you can place a mobile order. We may not have in-room dining, but you can still order directly from your phone. While AI is being explored within Marriott’s broader portfolio, Courtyard by Marriott is using the technology to facilitate seamless communication and service through the app.
What are some upcoming openings and partnerships that will usher in the next chapter of Courtyard by Marriott?
We are set to open exciting new locations globally, including hotels in Perth, Australia; Billings, Montana; Yerevan, Armenia; Montreal and other exciting destinations. These findings reflect the brand’s commitment to expanding its footprint and meeting the diverse preferences of travelers. Partnerships, such as long-standing collaborations with the NFL and Paris Basketball, continue to enhance the guest experience by offering unique activations and experiences.
Q: What’s next for Courtyard by Marriott?
I think it’s about how we continue to listen to the customer. Again, we want to make sure we stay true to the essence of the brand, which is built for business travelers by business travelers, and how that continues to evolve with the needs of that customer. It’s how we look at design, how we look at food and beverage options, how we look at using technology to communicate with the hotel, but also these external partnerships.
I am excited to enter our 14th year with the NFL. We have the project around the corner that will be in Detroit. We have a yard that just went through renovations right there in downtown Detroit. I’m excited about how we activate our team rooms for example. Last year we had some fun partnerships with the Jets, Seahawks and Ravens. But again, it’s looking at other parts of the world and making sure we’re there and continuing 50 years and beyond.
