Marriott revamp targets Gen Xers.(global update: design)

Hotels, May, 2005

WASHINGTON, D.C. At the Marriott International global full-service general managers conference held in March the theme was "like to love," reflecting the company's desire to connect emotionally with its guests. The new goal is to create memorable guest experiences. This "experience mission," as Marriott executives are calling it, also aims to capture a new generation of customers--the Gen Xers--by shedding its traditional past to bring a new sense of modernity to the brand. One of the major initiatives underway to reach that goal is a new guestroom design for both its Marriott and Renaissance hotels.

The new look for Marriott was inspired by the 5-star Park Lane Marriott in London. While focused on clean lines, the rooms do not have that stark, minimalist feel...

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