Since Airbnb took flight in 2010, it has taken a disruptive chunk out of the traditional hospitality industry business model, and Marriott International is taking a new approach to combat its competitor: If you can’t beat them, join them.
The hotel giant announced this week it was entering a six-month trail agreement with the London-based homestay property-management company Hostmaker.
Hostmaker also books a collection of more than 1,500 homes for Airbnb, HomeAway, Zoopla, Booking.com and Rightmove. Marriott handpicked roughly 200 of those homes in London to offer as part of its portfolio, which are branded under the name Tribute Portfolio Homes. The homes rent for 200-250 British pounds, or $280 to $351 U.S. dollars.
Hyatt Hotels Corp. and AccorHotels Group previously announced that they, too, were entering the home-sharing market. And Wyndham and Choice Hotels have been in the vacation rental market for years.
Marriott is offering all of the traditional benefits of booking a home, such as pre-arrival housekeeping, wi-fi, and a fully stocked kitchen. In an effort to separate itself from others, though, Marriott created a unique “Welcome Wizards” check-in process that is along the lines of a concierge, even making recommendations on things to do in London. It also pushed the traditionally acceptable standards for homestay locations when it comes to design, safety and security. Quality control measures and maintenance are being done on a regular basis by Hostmaker, for instance, which is different than the one-time measures required by other homestay brands.
Guests will still be able to earn points through the Marriott Rewards and Starwood Preferred Guest loyalty programs, and members will be able to redeem their rewards for homestays starting in May.
“The pilot is aimed at making sure that Marriott provides our guests the best possible experience for all their various travel needs, and this latest offering will be complementary to our current portfolio of accommodations,” the company stated in its release. “We understand that our guests—at times—may need a little more room and some of the amenities of home while traveling with family or in groups—and Tribute Portfolio Homes will have options designed to meet those needs.”
The concept will be evaluated at the end of the six-month trail, the company said, and a decision on its involvement in the home sharing segment will be made at that time.