Marriott Is Joining the Homesharing Market
The hotel industry is constantly evolving, and brands like Marriott are always on the lookout for ways to stay relevant. This year, the major hotel chain has decided to branch out from hotel to home with its new homesharing pilot.
What is homesharing?
If you’ve heard of Airbnb or HomeAway, then you already know what homesharing is. Basically, the market is made up of hosts (those that rent out their homes) and guests (those that stay in others’ homes). Hosts are located around the globe, offering up their homes or rooms for pretty low rates. The homesharing market has become popular with travelers, predominately millennials, looking for a quick and cheap stay. Although you can see host reviews and pictures of the rented space, guests really don’t know what they’re going to get until showing up.
What is Marriott doing?
Over the past few years, homesharing companies like Airbnb have posed a serious threat to hotels. But, brands like Wyndham, Choice Hotels and now Marriott, aren’t letting homesharing get the best of them! In April, Marriott officially launched a six-month pilot partnership with London-based home rental management company, Hostmaker. Travelers can log into Tribute Portfolio Homes and book a stay in more than 200 Marriott-approved homes. Each home adheres to Marriott’s high standards in safety, design and service. Guests who stay in a Marriott “home” also receive an in-person check-in and access to 24/7 phone support.
How is this different from other hotels?
So, if other hotels are dabbling in homesharing, what makes Marriott so special? For one, they are using one of their existing brands (Tribute Portfolio) to market homesharing, rather than starting one from scratch. This way, guests have a seamless booking experience and can expect the same quality of stay as if they were at one of the Tribute Portfolio hotels. Another difference with Marriott is its immediate loyalty tie-in. Other brands like AccorHotels took years to extend loyalty perks to its homesharing guests. Marriott’s guests could receive loyalty points on day one of the new venture.
How do you think Marriott will fare against homesharing giant, Airbnb? Comment your thoughts below!
Want blog content and more directly to your inbox? Sign up for our email list for marketing news and insights sent to your inbox every month.
