Live Like You
TownePlace Suites® offers a real living experience that puts guests at ease for the long haul, with thoughtful spaces for both working and living, a convenient market for quick, easy meals and snacks, plus free Corner Cup coffee.
TownePlace Suites by Marriott®
Brand Positioning: Spacious and accommodating and designed for living
TownePlace Suites provides simple, quality surroundings and exceptional service for real living, helping guests settle into their stay in their new community — whether it’s for a few weeks or a few months.
Target Customer: The Do-It-Yourselfer
- Keep it Casual: a preference for a simple, comfortable, no-frills experience
- Value Conscious: very sensitive to wasting money on unessential expenses
- Self-Sufficient: have developed way to ensure a successful business trip
- Room Focused: not looking for the hotel to provide services they can find in the community
- Work Focused: but also appreciate the downtime to enjoy the surrounding area
The Guest Experience: Comfort, value, simplicity, adaptability
- Designed for Living: studio, 1- and 2-bedroom suites, full kitchens, flexible space
- Stay, Work, Play: providing everything for relaxing, working and staying on routine
- Longer Stays = Savings: a most cost conscious approach to temporary living
Downloads
| Brand Performance | ||
|---|---|---|
| Occupancy(1,4) | 72.2% | |
| Extended Stay Occupancy(3,4) | 42.5% | |
| ADR(1,4) | $85.02 | |
| RevPAR(1,4) | $61.35 | |
| RevPAR Index(1,4) | 112.8% | |
| Channel Contribution(2,4) | 59.9% | |
| Marriott Rewards Paid Room Nights(2,4) | 64% | |
| Overall Guest Satisfaction(5) | 80.6% |
| Global distribution(5) | Units | Rooms |
|---|---|---|
| Open | 210 | 21,081 |
| Pipeline | 71 | 7,140 |
(1) As of December 31, 2011, there were 201 North American (U.S. and Canada) open and operating TownePlace Suites hotels; of these, 172 were franchised. There were 150 North American franchised hotels for which Smith Travel Research, Inc. (“Smith Travel”) data was available and which were open and operating for at least one year as of January 1, 2011. For the one-year period ending December 31, 2011, those franchised hotels achieved an average occupancy rate of 72.2%, an average daily room rate of $85.02, and an average revenue per available room (“RevPAR”) of $61.35. The occupancy rate for the 150 franchised TownePlace Suites hotels ranged from a high of 92.1% to a low of 41.6%. Eighty-five of these hotels (57%) achieved an occupancy rate equal to or greater than 72.2%. The average daily room rate ranged from a high of $165.43 to a low of $56.47. Sixty of these hotels (40%) achieved an average daily room rate equal to or greater than $85.02. The RevPAR ranged from a high of $129.13 to a low of $34.86. Sixty-four of these hotels (43%) achieved or exceeded the average RevPAR of $61.35.
The 150 North American franchised TownePlace Suites hotels that had been open for at least one year as of January 1, 2011, based on Smith Travel data, achieved an average yield index of 112.8%% for the one-year period ending December 31, 2011. The yield index ranged from a high of 197.9% to a low of 62.0% for the hotels during that period. Seventy-nine North American franchised hotels (53%) achieved a total yield index equal to or greater than 112.8%.
(2) Marriott’s Consumer Marketing Department tracked the 150 North American franchised TownePlace Suites hotels that had been open and operating for at least one year as of January 1, 2011. For those hotels, for the one-year period ending December 31, 2011, TownePlace Suites guests who were members of Marriott Rewards generated Marriott Rewards eligible revenue that is approximately 64% of the total room night revenue with an average daily spend of $86. The Marriott Rewards hotel room nights ranged from 8,000 to 28,800 and 68 North American franchised hotels (45%) achieved or exceeded the average of 16,400 paid Marriott Rewards room nights.
During 2011, the average number of gross room nights booked through the Marriott Channels was 16,026 for the 150 North American franchised TownePlace Suites hotels that had been open for at least one year as of January 1, 2011, that were tracked in Marriott’s internal databases. As a percentage of gross room nights per hotel, the percentage generated by the Marriott Channels for such 150 franchised TownePlace Suites hotels ranged from 32.3% to 79.1%, and the average percentage was 59.9%. Eighty franchised TownePlace Suites hotels (53.3%) had more than 59.9% of their gross room nights booked through the Marriott Channels.
(3) TownePlace Suites hotels are designed to accommodate the moderate tier extended-stay traveler. We tracked the 150 franchised hotels that have been open and operating at least two full years as of December 31, 2011, to determine their extended-stay occupancy (“ESOcc”). For the one-year period ending December 31, 2011, the average daily ESOcc was 42.5%. This ranged from a high of 78.0% to a low of 12.3%. Sixty-nine of the franchised hotels (46.0%) achieved or exceeded the average ESOcc of 42.5%.
(4) See Item 19, Franchise Disclosure Document for TownePlace Suites by Marriott dated 3/31/2012. [pdf] 
These statements relate to historical performance of franchised North American TownePlace Suites hotels and are not guarantees of future performance. The figures above were based on hotels with at least two years of operating results. Hotels typically achieve lower results in their first year of operation. We do not claim or expect that you can or will expect to achieve the same average occupancy rate, average daily room rate, average RevPAR, reservations, Marriott Rewards room nights or yield index, as these figures will vary from hotel to hotel and will depend upon many variables and factors, including size, location, seasonality, competition, the length of time your hotel has been open or affiliated with Marriott, the condition of the hotel, the quality of service at the hotel, and the efficiency with which you operate your hotel. Operating results are subject to numerous. risks and uncertainties, including economic conditions, public reaction to terrorist attacks and political unrest, supply and demand changes for hotel rooms, competitive conditions in the hospitality industry, relationships with customers and property owners, and the availability of capital.
(5) Source: Marriott internal database. Global distribution figures represent open properties and committed pipeline projects as of 4th Quarter 2012.