Home invasion: Marriott embraces share economy
Marriott International is further blurring the lines between home and hotels with the announcement it will expand its London homesharing pilot to encompass Paris, Rome and Lisbon.
The world’s biggest hotel group is looking to capitalise on a burgeoning international appetite for unique individual lettings that speak to experience-led travellers.
The move follows a successful five-month pilot collaboration with Hostmaker, a London-based home rental sharing management company, listing a ‘family’ of independent boutique properties under the Tribute Portfolio Homes umbrella.
Travellers can now choose from some 340 Tribute listings across the four European capitals, with the ability to earn and redeem points across the group’s loyalty platforms.
“Following the positive customer feedback from our pilot in London, we are excited to extend Tribute Portfolio Homes to new markets together with Hostmaker,” said Adam Malamut, chief customer experience officer for Marriott International.
“We are always innovating to meet the evolving needs of travellers, and expanding into homesharing is an opportunity to deepen relationships with our most loyal guests by delivering new experiences designed to reflect how they travel.”
Hostmaker already operates in the three additional European cities and is expected to “identify and curate a portfolio of homes that complements the quality, aesthetic and service values of Marriott” for the Tribute portfolio.
Homes are chosen based on their overall design, functionality and location and are required to meet stringent safety and security measures.
They all feature one or more bedrooms, full kitchens and in-unit laundries, with guests having access to 24/7 support and an in-person ‘welcome experience’ through Hostmaker.
The portfolio includes a diverse range of properties, from a glitzy three-bedroom Parisian atelier to a mid-century style apartment in central Rome and a minimalist rustic home in the Portuguese capital.
Through its London pilot, Marriott International found homeshare travellers were staying an average of two times the length of a typical hotel stay.
They also found guests wanted more space, with most seeking units with multiple bedrooms and appreciating features such as full kitchens and laundries.
More than 75 percent were travelling for leisure with friends and family, or extending business travel to include their friends and family, while Marriott found the portfolio “resonated with loyalty members”.
“We are very excited to bring Hostmaker’s experience of operating in Paris, Lisbon and Rome to Tribute Portfolio Homes,” said Nakul Sharma, CEO and founder of Hostmaker.
“These brilliant destinations were the natural next step for a European expansion, and we can’t wait to welcome guests into our homes.”
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