CONCEPT & IDENTITY
THE PREMISE
A critical pillar of the Marriott Hotels® Product Transformation, M Club is an elevated, premium concierge lounge for our most valuable customers and an opportunity to drive significant value to your guests and return to your property. Through design and operations, M Club offer elevated services and amenities that go beyond the standard Concierge Lounge requirements. We gathered input from guests, consumers and early adopters of the M Club concept to inform the winning formula. Our research and analysis revealed a unique opportunity to evolve the business model and experience to achieve the following:
DRIVE RETURN ON INVESTMENT • Gain back keys in high-occupancy markets. • Grow upsell revenue (more space & more desirable space to sell at a higher premium rate). • Drive incremental F&B revenue. • Increase asset value. • Improve operational effectiveness through space adjacencies. DELIVER ON AN ELEVATED EXPERIENCE GUESTS LOVE • Increase guest satisfaction. • Strong appeal to our status-driven target guest. • Drive brand consideration.
Hold the “M Club” moniker with pride and reserve it for only those lounges that have been certified in accordance with the product and operating standards.
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Marriott International Confidential & Proprietary Information
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