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Brand Strategy
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Visitors to SpringHill Suites by Marriott® want to maximize the enjoyment of their travel experience. Consequently, each SpringHill Suites property provides a tasteful blend of innovative, upbeat design that refreshes and stimulates as it seeks to become the first choice for guests who prefer a higher level of enjoyment during their travels.
The primary appeal of SpringHill Suites is the suite itself. Each smartly designed suite offers a separation of space to satisfy a variety of guest needs and thoughtful touches to foster enjoyment and enable social connections. The spacious suites, approximately 25% larger than a traditional room, feature areas for rest, relaxation, enjoyment, and productivity.
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Product & Positioning
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SpringHill Suites sets the standard for mid-priced lodging by offering spacious studio suites that are approximately 25% larger than traditional hotel guest rooms. These suites feature separate areas for sleeping, working, relaxing, and grooming. A flexible bed-mix of kings, doubles, and a pull-out sofa enables the brand to meet the demands of business and leisure travelers.
The brand's spacious suites are complemented by stylish public spaces and thoughtful amenities, including a complimentary breakfast buffet, a pool, and exercise facility.
SpringHill Suites targets upper to moderate tier “suite preferrers” who seek spacious suites, quality accommodations and pure pleasure. In short, the properties target guests who place a high premium on enjoyment—the enjoyment of their work and the enjoyment of their surroundings.
Each SpringHill Suites property features genuine, spirited and welcoming hospitality. Each suite displays design elements that are unexpected, vibrant, contemporary and progressive. All elements of SpringHill Suites are in harmony to promote maximum guest enjoyment.
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Performance
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The SpringHill Suites brand is still in its infancy, but already has earned accolades from Consumer Reports. Benefiting from Marriott International's processes and established brand identity, it enjoys impressive performance figures.
Distribution
Internal Source: Investor Relations Report, Q4 2007
Market Share
- RevPAR* Index**: 116.7
- Occupancy Index: 109.5
- Rate Index: 106.5
*Revenue per available room
**Figures in excess of 100 reflect a market share premium.
Source: Smith Travel Research Services, December 2007, year-to-date. Competitive set of managed and franchised hotels opened and operating at least one full year or longer (Starview Comparable). See franchise offering circular for franchise-specific analysis.
Marriott Reservation System Contribution to Occupancy
The industry's foremost sales channels deliver over 58 percent of SpringHill Suites' gross room nights in the U.S. and Canada.
Source: 4th Quarter 2007 data. Includes 800 number, GDS, Marriott.com and area reservation sales offices (ARSO).
Marriott Rewards®
- Marriott Rewards members paid nights represent 52% of total SpringHill Suites room nights sold.
* Source: Marriott Rewards Loyalty News, 4th Quarter 2007.
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Sample Properties
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Click the links to view a selection of SpringHill Suites properties in the United States and Canada.
Photo tour:
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Brochure
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Download and print information about development opportunities for SpringHill Suites by Marriott.
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Prototype
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The SpringHill Suites by Marriott brand provides a range of prototype designs. Standard building configurations include a three-story with 92/95 guest rooms, and a four-story with 119/122 or 141/144 guest rooms. The prototypes maximize efficiency of design and construction costs while optimizing units per acre.
Completely unique SpringHill Suites are also constructed in urban or historic settings. These nonprototype SpringHill Suites are designed to reflect the singular character of their surrounding neighborhoods and to preserve the architectural integrity of buildings of historical significance.
Prototype Design Features
- Attractively landscaped grounds, especially around the building and site entrances
- Outdoor or indoor pool, and whirlpool
- Exterior sun deck and outdoor terrace
Standard Prototypes Site Area Gross Building Area
3-story: 92/95 rooms 1.8 to 1.9 ac. 52,221 sf
4-story: 119/122 rooms 2.1 to 2.2 ac. 66,228 sf
4-story: 141/144 rooms 2.3 to 2.4 ac. 77,135 sf
On-Property Features
- Complimentary hot Suite Seasons® breakfast buffet, always in seasonSM
- The Market, 24-hour food and beverage area
- Business Library
- Meeting rooms
- Swimming pool, whirlpool spa, and exercise room
- Valet and guest laundry facilities
- Well-appointed front desk and lobby area
In-Room Features
- Up to 25% more space than a traditional hotel room
- Three separate areas; living area for working and relaxing, sleeping area, and bathroom/dress area
- Free weekday USA Today delivered to your door
- Free local phone calls
- Free high-speed Internet access
- In-room microwave, mini-refrigerator, wet bar, and coffee service
- Large, well-lit desk with ergonomic chair
- Two telephones (one with data port and voice mail)
- Pull-out sofa bed with lounge chair
- Remote-controlled TV with free cable and premium movie channels
- Iron and ironing board
- Hair dryer
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1. Market Metrix, Index of Customer Satisfaction (3rd quarter 2002, first quarter 2003, first quarter 2004, second quarter 2004, first quarter 2005)
2. Smith Travel Research Services, December 2007, year-to-date. Competitive set of managed and franchised hotels opened and operating at least one full year or longer (Starview Comparable). See franchise offering circular for franchise specific analysis.
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Brand Strategy
