Marriott Gives This Brand’s Hotels a Redesign
Jennifer Billock March 18, 2016
Renaissance hotels across the board are redesigning to be chic and high-end.
As Marriott continues to aggressively target millennial guests, the company is taking the initiative to remodel the entire Renaissance brand to give an urban yet high-end feel. The new look debuted in the Renaissance Montréal, which opened in January, and mixed street art with modern aesthetics. The new design is named “Fearlessly Chic.”
“The Renaissance Hotels brand is going through its own global ‘renaissance’ to meet the needs of the diverse, creative class of the next generation,” Toni Stoeckl, vice president of Lifestyle Brands for Marriott International, told USA Today.
In addition to the street art by a local artist, the Renaissance Montréal offers a live DJ, designer cocktails, a rooftop terrace and contemporary cuisine.
“Part of what’s happening in this industry is the need to meet the growing demands of our customers,” Marriott CEO Arne Sorenson told USA Today. “And that gives rise to a need for new brands, of course, but also for the reinvention of brands that exist, for new room prototypes for existing brands that have been around for generations already, for new mobile technologies and other things which are going to change in that space.”
The company plans to open another Renaissance in the Fearlessly Chic line soon in New York City, which will have digital display projections of neighborhood experiences, communal power tables for guests to work at and an interactive digital concierge called the “Renaissance Navigator.”
[Photo: Renaissance Montréal]
Marriott should've updated the Marriott brand of hotels. It's awfully inconsistent which old poor looking hotel properties mixed in with well kept international city center properties. I've rarely had problems with the renaissance brand.. as bland as it may be.
From about 1980 until 2010, I was a "Renaissance Regular", less by choice than by convenience and "That's where the meeting was!". It's about time for a new look, although the leap by the common herd into garish graphics, a "modern" look as if South beach was the world's fashion capital is excessive.
If garish pictures and graffiti in the walls are now considered to be "chic and high-end", I'll pass on this brand.