Home > Work > Innovation > Courtyard by Marriott
In 1998, the creator of the successful, mid-priced club-court lodging model needed to recapture category leadership.
Transform its familiar – and by then commoditized – experience design for the future.
average rate premium v. category
increase in average length of stay
increase in retail expenditures per guest
increase in occupancy v. comp hotels
Agencies: Donovan & Green, Gensler
Disrupting an established portfolio with Marriott’s first lifestyle lodging experience.
Staking out an innovation-led territory in a commoditized market.
Designing a purpose-built consultancy for early-stage innovation.
Reimagining brands to speak to future markets and opportunities.
Using workshops to accelerate ideation and surface new business models.