Wednesday , June 16 2021

Spain: Marriott puts on "hotel houses" to avoid losing guests at Airbnb

Following the pilot's success in London, the hotel is expanding the portfolio of tourist apartments to Paris, Lisbon and Rome.

Innovation as a flag and, by the way, slows down the competition. Infringement Airbnb In the hotel industry, traditional hoteliers have been forced to give their businesses a twist, not to miss global tourism. And following in the footsteps of groups such as Accor, Marriott International We started at the beginning of this year in the new segment: tourist apartments.

He started in London and sought support for start property management, Hostmaker. Thanks to this alliance, the main hotelier in the world, it was joined by 200 houses of people who took on the platform and were checked in accordance with the criteria of quality, design and safety depending on the brand. For this purpose, his manager is responsible for choosing the property, preparing them for guests and receiving them in exchange for 20% of the income.

The first six months in London were good and served as an impulse for expansion to three other places in Europe. "They proved the complementarity of this product with our portfolio current accommodation, "confirms EL ESPANOL Belinda Pote, executive director of sales and marketing in Europe at Marriott International.

According to the executive, its clients decided on Tribute Porfolio due to "house selection, ease of booking and level of service". What's more, it turned out that by choosing this option "they spent twice as many days as the average stay in a hotel".

Of course, their guests were not "newcomers", including tourist apartments. "We did not introduce them in this concept, but in a new experience at the hands of Marriott." He worked especially among his regular customers, indicating that in most cases they decided on this type of accommodation to go with friends or family.

Marriott's involvement in "sharing classes" corresponds to a triple goal, says the Executive Director. On the one hand, a chain of hotels extends the "growing portfolio of options accommodation ", on the other hand," strengthens relationships with our most loyal customers thanks to new experiences that reflect the way they travel. "But at this time and almost the key to this reinvention of the big hotel chains, it allows them reach "segments of customers who are not currently in our hotels."

Hotelier's CEO, Arne Sorensonhe explained in an interview with CNBC: Airbnb was responsible for opening the melon as the "first generation" of meetings. "But offering a" room or sofa in someone's home "is not a Marriott's goal. a hybrid between this "common house" experience with which the Airbnb platform was born, with the services and facilities to which she has become accustomed to her clients.

"More and more people are looking for places where there is more than one room, in a family or with friends, there are also houses that we think can be useful in this society and where we can offer a service that offers value to the customer", adds the executive director .

The portfolio of Marriott International hotels consists of over 6,000 properties, which are distributed in 30 brands and 130 countries and territories. The Tribute Portfolio project is not the first step to managing tourist apartments, but urban markets.

"We have several holiday apartments in the destination type holiday resortbut we believe that there is a chance for customers who want to rent high-quality properties in key cities with the security offered by the Marriott International brand standards, its design and the benefits of loyalty programs, "says Pote.

European poker

After London, a hotel giant He chose Rome, Lisbon and Paris to complete your European poker table.

"Thanks to our cooperation with Hostmaker (manager of tourist apartments), travelers can choose from over 340 Tribute Portfolio Homes on four European markets, with the option of winning and spending points on our loyalty programs." he adds.

During the six months of the first filming, Marriott tried to collect the opinions of his guests to offer a product that really distinguished them in this market. "It was really important to understand the hotel intersection with tourist accommodation," says Pote.

Despite this jump to three new cities, from the hotel they believe that there is still a way to go in the four cities in which they have already decided on the next steps. "We continue to learn and adapt, and thanks to this pilot we have improved our approach," he says.

Will it reach Spain? It is too early to risk the answer, as the performer states, which goes ahead that in this case it will "comply with the legislation in force". "Spain is an important market for Marriott International, with hundreds of hotels operating under 16 brands," Pote concludes, emphasizing its importance as a favorite destination for tourists from the United States, Latin America or European markets such as Great Britain and Germany.

Currently, his managing partner Hostmaker is present at the European level also in Barcelona, ​​Madrid, Florence and Cannes, and his portfolio exceeds 1,500 properties, taking into account also four cities in which he is already affiliated with Marriott. His plans include reaching more cities.

If the project maintains its good progress, the hotel may still use the host trace to accelerate in their tourist flats and try to scrape off Airbnb shares a bit now, when the platform travels in the opposite direction and looks towards hotels.

Spain is not encouraged

This commitment to hotel services in Spain is still green. Hotels such as Barceló, Meliá or Iberostar are reluctant to add this type of property to their portfolios, and legislative uncertainty is key to them.

Yes, two companies in the industry have dared: RoomMate and Grupo Piñero. The first, headed by Kike Sarasola, has a special platform for this, Be Mate, which manages around 600 apartments. The second has holiday properties in Mexico and the Dominican Republic.

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