Marriott to bring TownePlace Suites to Canada

Michael Beckley of Marriott Canada

MISSISSAUGA, ON—Marriott is planning to bring some of its TownePlace Suites hotels to Canada, says Michael Beckley, the company’s senior vice-president, lodging development for Canada.

Launched two and a half years ago in the U.S., TownePlace Suites is an extended stay brand, similar to the chain’s Residence Inn properties, but geared for secondary and suburban markets.  The capital cost is lower, and better suited to those markets, says Beckley.

“Over the last five years, we have concentrated on growing Marriott distribution from coast to coast, from Victoria to St. John’s, Newfoundland.  We’ve gone from eight hotels in 1997 to more than 60 today. We’ve been clustering the hotels around big cities.
“The next phase is secondary markets in smaller centres in Canada.  Our focus will be on TownePlace suites and Fairfield Inns.

“We believe [the Canadian market can support] another 100 if we start focusing on secondary markets such as Sudbury, North Bay, Red Deer and Lethbridge,” Beckley adds.
Marriott prefers to work with a few people doing multiple deals, forging long-term partnerships with developers with expertise in certain geographical areas. “We are interested in doing several hotels, not one-offs,” he says.

In order to encourage multiple deals, Marriott has come up with an incentive plan that applies to its Fairfield Inns, SpringHill Suites and TownePlace Suites.
 
For the first hotel, Marriott will waive the franchise fees for six months, for the second, there will be no franchise fees for two years, and for the third, there will be no fees for three years.

“We want to encourage multi-brand development, using any one of the three brands according to which brand fits the market.  This makes sense for us,” Beckley says.
Marriott’s target was to have 100 hotels open by the beginning of 2011.  “We’re still on target. Marriott has 29 approved contracts for 29 deals—just about right given the current lending market,” Beckley says.

Marriott will be rolling out its incentive program at the Canadian Hotel Investment Conference, April 1-2 at the Fairmont Royal York hotel in Toronto.  They are also making presentations to the economic development departments of towns and cities across Canada, and plan a Road Show in four locations, probably starting in Saskatchewan.

A guide to Marriott brands in Canada

Marriott Hotels & Resorts: Full service, high end hotels for business, leisure, or group events. Marriott Hotels & Resorts provides business centers, concierge, room service, and more.

JW Marriott Hotels & Resorts: At JW Marriott Hotels & Resorts, guests experience a new dimension of luxury in a hotel with exquisite architectural detail, the finest dining, and gracious sophistication.

Courtyard by Marriott: As the hotel designed by business travellers for business travellers, Courtyard provides essential services and amenities for guests to stay productive while on the road.

Residence Inn: For extended stays away from home, Residence Inn helps guests maintain a balance between work and life. Spacious suites with full kitchens, complimentary hot breakfast and evening social hours make Residence Inn more home than hotel.

Fairfield Inn: At Fairfield Inn and Fairfield Inn & Suites travellers get a room that is bright, fresh, and clean, plus Marriott hospitality—at a an affordable price.

TownePlace Suites by Marriott: More residential community than hotel, TownePlace Suites is designed for those travellers on the road for weeks at a time. Guests find favorable rates for longer visits.

SpringHill Suites by Marriott: Each studio suite has up to 25 per cent more space than a comparably priced hotel room. Separate areas for sleeping, relaxing, and working.