17. RESULTS In the last 2 years Courtyard has grown substantially. In 2005, the brand consisted if roughly 600 locations this has increased to over 850 properties with close to 15 to open by 2012 (2 in Hawaii). The re-branding has increased consumer demands and desires to stay at Courtyards.
18. Conclusion Marriott understood that a Courtyard re-branding was needed and required for them to stay competitive with Hilton and Starwood. Their campaign needed to have a holistic approach and required revamping of external, internal and interactive marketing strategies. Marriott has placed high standards on all aspects of customer service and has full commitment from top-management. The “refreshing business” campaign has proved to be successful for the brand.