Marriott now has 30 different brands across its portfolio, including the Starwood Aloft and Element brands, which represent select service and extended stay but which haven’t yet scaled up to their potential. Marriott’s changes to Aloft and Element look to reflect what guests want in their hotel experiences today including efficiency, healthier options, more flexibility, and the ability to better accommodate group travel.

The group is aiming to cut construction cost with a focus on smarter room designs and more streamlined food-and-beverage programs for both Aloft and Element, as well as a new floor model for Element to appeal to groups, with four guest rooms that share a common area with kitchen, dining area, and lounge space. Element owners can now build some of their rooms without requiring a kitchenette, lowering costs and adding some flexibility in the types of guests they might attract, including leisure and business groups.





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