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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.


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