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Marriott ratchets up SpringHill Suites
with a fresh new design prototype

BETHESDA, MD–– With more than 150 SpringHill Suites by Marriott open and a pipeline exceeding 110 properties, parent company Marriott International, Inc. has opted to give the nine-year-old, all-suite brand a fresh design with the goal of placing it squarely in a leadership spot among lodging players in the lifestyle niche.
To create the interior/exterior sea change, which is rolling out over the next two years, Marriott’s architecture and construction division and the brand’s franchise advisory committee partnered with Publicis BOS Group and Callison Architects of Seattle, WA. Publicis, a New York-based advertising/branding firm, helped with the positioning for the brand, and adopted the theme of “Celebrate Travel Life,” while Callison did the total product redesign.
The collaboration revamped SpringHill by blending “smart, striking design with essential comforts and superior service,” according to the company.
“With the design, we sought an aesthetic that is light, fresh and airy, yet innovatively flexible and functional as well,” said Rob Reinders, vp, design management, architecture and construction division, Marriott International. For example, he noted the new public space uses lighting, music, moveable “softwalls” and changeable graphic panels to create “distinctive environments” that change throughout the day “so guests can explore, work and relax.” Plans also call for an expanded fitness center and an outdoor terrace enclosed by a “living” green wall.
“With the guestroom, we are building on a spacious foundation. SpringHill guestrooms are 25 percent larger than traditional hotel guestrooms and that has been very attractive to consumers,” said Reinders, adding the design utilizes translucent glass doors, reflective surfaces and a ceiling that is an unbroken, continuous plane to make the room feel more spacious. A color palette of soft whites, blues and greens with orange because our owners have been involved since the beginning of the design process and have given their input throughout. They are very supportive.”
Marriott projects that by year’s end 2009, 75 percent of SpringHill’s forecasted 240-plus hotels will have key new-design features by way of new growth and major renovations. The company expects the new design and repositioning will help capture an even larger share of the upper-moderate lifestyle segment and that the brand will become more attractive to owners and franchisees that develop lifestyle hotels and lifestyle-focused mixed-use projects.