Marriott’s Mid-Market Push: A Smart Move for Budget-Conscious Travelers
Good morning from Skift! It’s Tuesday, June 10, and there’s exciting news unfolding in the world of travel.
Marriott’s Groundbreaking Move into Mid-Market Hotels
Marriott has recently launched its first mid-market extended-stay hotel, marking a significant step in its strategy to capture budget-conscious travelers. Located in Fort Myers, Florida, the new StudioRes property features studio-style rooms equipped with full kitchens and designated workspaces. This move positions Marriott against established competitors like Extended Stay America and Choice Hotels.
The target? A $100-per-night pricing point for guests looking to stay multiple nights, precisely catering to value-driven travelers. Marriott’s ambitious plans don’t stop here; the company aims to establish 40 more StudioRes hotels by 2027, highlighting the growing demand for extended stay options. This category is thriving, thanks in part to hybrid work trends and an increasing consumer preference for home-like accommodations.
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Apple Elevates Travel Experience with New Features
Shifting gears, Apple has unveiled a suite of upgrades designed to enhance the travel experience during its Worldwide Developers Conference. One standout feature is the introduction of digital U.S. passports which will be integrated into the iPhone’s digital Wallet this fall.
While these digital IDs are not meant to replace physical passports, they can be employed for domestic travel at supported TSA checkpoints and other situations requiring age and identity verification. With this, Apple is making travel more convenient and efficient.
Moreover, Apple is rolling out live translation capabilities across its apps, including Messages, FaceTime, and Phone. This feature employs AI technology to facilitate real-time spoken translations between individuals speaking different languages, even if one isn’t using an iPhone. Imagine making calls without language barriers—a true leap forward in communication!
Google’s AI Tools Revolutionize Travel Marketing
Lastly, a notable shift is occurring in travel marketing, driven by Google’s AI capabilities. In a recent research report by Skift Research, it’s highlighted how AI is revolutionizing travel-related search results.
According to Head of Research Seth Borko, Skift Research predicted that AI would significantly impact travel in search, albeit taking time to manifest. However, the landscape is changing rapidly; in just six months, "AI visibility"—the frequency of searches yielding AI-generated results—has dramatically quadrupled.
With the launch of Gemini, Google is introducing AI-generated summaries on search engine results pages, transforming the way users receive answers. This represents a significant departure from traditional keyword-focused approaches, allowing for a more contextual and conversational interaction with search results.
The travel industry is embracing innovation—from Marriott’s strategic foray into the mid-market segment to Apple’s enhancements in digital travel and Google’s AI disruption in marketing strategies. Stay tuned as these developments shape the future of travel!
