Skip to main content

Courtyard by Marriott: A new approach to business fun (by Malia R. Silverman)

When I was researching the most accommodating hotels to stay at for business travel, Courtyard by Marriott comes to my mind, but not necessarily as a first choice. Other consumers too, might possibly think of Ritz-Carlton, Four Seasons, Hyatt Place, or similar brands before coming to a Courtyard by Marriott. Recently, Marriott rolled out a new marketing campaign to attract business travelers. With their new series of television ads, Courtyard Marriott has started using a more exciting and enjoyable way to appeal to business travelers.

Courtyard in Syracuse, NY
With a catchy opener in the television ads, a single phrase attracts my attention. It says: “Some people have to travel for work. Some people get to travel for work.” Who would not want to enjoy themselves on a business trip? In three separate ads, the exact same phrase was used in three different scenes of cowboys, Vikings, and English women traveling to work. One of the characters in the scene was traveling miserably, while the others were either drinking champagne, skyping their families, or watching the latest sports updates. The advertisement concludes with a slogan: “Courtyard: Make room for a little fun.” Each ad is expressed in a way that is directed towards the businessmen or businesswomen.

Courtyard by Marriott is showing frequent travelers that it is okay to have fun and enjoy a mandatory business trips. These advertisements highlight free Wi-Fi, comfortable business centers, and meeting spaces at the hotel, and other features that business travelers care about. The advertisements show that business travelers can work in the bistro/bar area, in a casual lounge, as well as in outdoor areas while they are inside the hotel. The advertisements show consumers a completely different style than they are probably expecting from other business hotels.

Personally, I have stayed at Courtyard by Marriott in the past for various reasons, but none of them were for business. I remember that I was feeling comfortable there and that I had access to plenty of amenities for frequent travelers. However, I did not expect that many "cool" features from a Courtyard. With these fun, exciting, and relatable advertisements, Courtyard can relate many of the great amenities the hotel offers to the business travelers. I believe this is a great advertisement because it shows the hotel addressed to the needs of different types of travelers, especially the business travelers. In the end, I would like to conclude my discussion with what Courtyard expressea in the advertisement: “Sometimes it’s the little things that make a BIG difference.

Have you ever stayed in a Courtyard Hotel? Did the hotel meet or exceed your expectations? Do you think that this advertisement method would reach out to more people and convince business travelers to stay in a Courtyard Hotel?



About the author: Malia Silverman is a junior student at the Collins College of Hospitality Management in Cal Poly Pomona. She was originally from Missoula, MT, but moved to California to pursue a college degree. In the future, She hopes to move to the East Coast and work in the lodging industry. Before that, she plans to travel overseas and work in hostels or smaller lodging places in various locations to gain a better feel for every aspect of the hospitality industry. Her favorite thing to do is traveling and staying outdoors.


Comments

Popular posts from this blog

Luxury vs. Millennials and Their Technology: The Ritz-Carlton (By Julia Shorr)

Embodying the finest luxury experience, The Ritz-Carlton Hotel Company, LLC has been established since 1983. In 1998, Marriott International purchased the brand offering it more opportunity for growth while being independently owned and operated. They are known for their enhanced service level as the motto states, “Ladies and Gentlemen serving Ladies and Gentlemen”. The luxury brand now carries 97 hotels and resorts internationally and is attempting to keep the aspects of luxury while keeping up with the trends of the technologically improving generations. The Varying Demographics of the Target Market The Ritz-Carlton’s typical target market includes: business executives, corporate, leisure travelers, typically middle-aged persons and elders, and families from the upper and upper-middle class section of society .   This infers a large range of types of travelers in which all are similar in that they are not opposed to spending extra for the luxurious ambiance. However, with

The challenges of SB 93 (California Senate Bill No. 93) will impose on the employers and their human resource management team (by Brittany Schaffer)

The COVID-19 pandemic started in early 2020, and it has caused massive changes within a short period of time. One of the most rememberable effects of the COVID-19 pandemic was that businesses had to come to a complete halt, forcing them to lay off employees. California's unemployment rates went up.  Now that the stay-at-home orders have lifted, people start to come out. Businesses are now reopening, looking to rehire their laid-off employees. Before the pandemic, employers had the option of recalling only a certain number of laid-off employees they would want to rehire based on employees' job performance. That option had been changed after Governor Gavin Newsome signed into law - Senate Bill 93, which went into effect on April 16th, 2021. The California Senate Bill No. 93 (SB 93) According to SB 93, companies in specific industries, mainly the hospitality industry, have the obligation to provide job opportunities in written form to qualified employees being laid off due to COVI

Want to win in future competitions? Invest in data-driven decisions now

Speaking of the permanent changes in the hospitality industry, many people will probably agree that demands for “bleisure”/“work-from-anywhere” travel and contactless self-service will continue to grow in the near future. Not everyone, however, realizes that data-driven decisions will become a key driver for growth in the industry, which has already affected how we do business now.   Automatic service enables businesses to capture more operational and consumer data for business decisions   One advantage of using automatic service comes from its ability to spontaneously capture and store real-time operational and consumer data for additional analysis. In the old-time when businesses still relied on workers to serve customers, operational data were collected usually through careful book-keeping, documentations, and observations; consumer data through market research were often limited to their perceptions, behavioral intentions, or past experience.     Now that automatic service is provi