1983
1100
$14,444,110
$90,000
$39,361,610
No
Courtyard by Marriott stands as a premier choice for investors seeking to enter the hospitality industry. As a flagship brand under Marriott International, it offers a blend of modern design, exceptional service, and a commitment to guest satisfaction. With its strategic focus on business and leisure travelers, Courtyard by Marriott has established a strong presence in the U.S. market, making it an attractive option for franchisees aiming to capitalize on the growing demand for quality accommodations.
Established Brand Reputation: Leverage Marriott's global recognition and trust.
Proven Business Model: Benefit from a franchise system with a history of success.
Comprehensive Support: Access to extensive training and operational assistance.
Strategic Market Positioning: Cater to both business and leisure travelers in key locations.
The Background Information section gives potential franchisees a clear understanding of the franchise’s history, credibility, and overall market positioning. It helps investors assess the stability, growth, and reliability of the brand before committing financially. For Courtyard by Marriott, this includes:
Established Year:
Courtyard by Marriott was founded in 1983, making it a well-established brand with decades of experience in the hospitality industry.
A long history indicates stability, trustworthiness, and an established operational model.
Founders and Ownership:
The brand was developed by Bill Marriott, part of the Marriott family legacy.
Ownership is fully under Marriott International, a globally recognized hotel conglomerate.
Being backed by a major corporation ensures financial stability, access to global resources, and operational expertise.
Franchise Units:
Courtyard by Marriott has over 1,100 locations worldwide, reflecting strong adoption and brand recognition.
The number of units demonstrates the success and scalability of the business model.
Brand Journey and History:
Initially launched to cater to business travelers with modern amenities and convenience.
Over time, the brand evolved to serve both business and leisure travelers, expanding into suburban and urban markets.
Known for reliability, quality service, and innovation, including room designs, meeting spaces, and loyalty programs.
Market Presence in the USA:
Strong presence across all 50 states, with locations in key metropolitan areas, airports, and suburban hubs.
Recognized for mid-scale, upscale hotel experiences, positioning it well against competitors.
Industry Category:
Falls under Hospitality – Hotel and Lodging, specifically targeting business and leisure travelers.
This positions the franchise in a consistent and high-demand sector, with steady growth prospects.
Other Notable Info:
Access to Marriott Bonvoy loyalty program, which drives repeat bookings.
Continuous innovation in amenities, design, and technology to meet evolving traveler expectations.
Franchisees benefit from corporate branding, marketing, and operational support that reduces startup risks.
The Support & Training Provided section highlights the assistance a franchisee receives from the franchisor. This is critical for both first-time investors and experienced entrepreneurs because it shows how the brand ensures your business operates smoothly, efficiently, and profitably. For Courtyard by Marriott, the support is comprehensive and structured in multiple phases:
Before the hotel opens its doors, Marriott provides extensive guidance to ensure a strong start:
Site Selection: Assistance in identifying high-potential locations with strong demand for business and leisure travel.
Design & Construction: Guidance on hotel layout, interior design, branding requirements, and compliance with Marriott standards.
Permits & Approvals: Support in navigating local regulations, zoning, and construction approvals.
Project Management: Expert advice to help complete the hotel on time and within budget.
Once the site is ready, the franchisee and staff are trained to deliver the Marriott experience:
Hotel Management Training: Covers day-to-day operations, front desk management, housekeeping, and guest services.
Staff Training Programs: Standardized training for employees in customer service, safety, and operational efficiency.
Technology & Systems: Instruction on Marriott’s property management software, reservations system, and other proprietary tools.
Marriott provides ongoing marketing and business development support to drive revenue:
Brand Marketing: Access to global marketing campaigns, Marriott’s loyalty program (Marriott Bonvoy), and online booking platforms.
Local Marketing Guidance: Assistance in local advertising, promotions, social media strategy, and community engagement.
Sales Strategy: Support in targeting corporate clients, travel agencies, and group bookings to maximize occupancy.
After opening, Marriott continues to help franchisees operate efficiently and grow revenue:
Operational Assistance: Continuous guidance in managing performance metrics, service quality, and guest satisfaction.
Performance Evaluation: Regular audits, feedback, and improvement plans to ensure brand standards are maintained.
Updates & Innovation: Access to new technology, design updates, and best practices to stay competitive.
Network Support: Opportunity to connect with other franchisees for knowledge sharing and collaborative problem-solving.
The Support & Training Provided section reassures potential franchisees that they are not alone:
They gain a proven roadmap for launching and managing the business.
They receive expert guidance at every stage, reducing risk and increasing the likelihood of success.
They have access to global resources and Marriott’s established systems for operations, marketing, and guest engagement.
The Ideal Franchisee Profile section describes the type of investor or entrepreneur who is most likely to succeed with the franchise. It helps both the franchisor and potential investors ensure the right fit, which is crucial for long-term success. For Courtyard by Marriott, the ideal franchisee profile includes several key attributes:
Hospitality Background: Franchisees with prior experience in hotel operations, restaurant management, or related service industries will have a smoother onboarding process.
Business Management: Entrepreneurs with experience in managing finances, staffing, and operations can handle the complexities of running a hotel.
Real Estate Knowledge: Understanding property acquisition, development, and leasing can be advantageous since location selection is critical.
Leadership & Team Management: Ability to recruit, train, and motivate staff to maintain high service standards.
Customer Service Focus: Commitment to delivering excellent guest experiences, as Marriott’s reputation depends on consistent service quality.
Financial Acumen: Skill in budgeting, forecasting, and managing cash flow to ensure profitability.
Commitment to the Brand: Alignment with Marriott’s values, quality standards, and guest-focused culture.
Entrepreneurial Drive: Eagerness to grow the business, innovate, and implement best practices.
Long-Term Vision: Willingness to invest time and effort in building a sustainable and profitable hotel operation.
Financial Readiness: Ability to meet the initial investment requirement ($14M+ for development) and maintain working capital for operational stability.
Risk Tolerance: Preparedness to manage the challenges of the hospitality industry, including seasonal fluctuations in occupancy.
Urban and Suburban Markets: Franchisees should target areas with high demand from both business and leisure travelers.
Strategic Market Selection: Preference for locations near business hubs, airports, or tourist destinations to maximize occupancy rates.
Commitment to Training: Willingness to participate in Marriott’s comprehensive pre-launch and ongoing training programs.
Community Engagement: Interest in building strong relationships with local businesses and the community.
Adaptability: Ability to respond to evolving market trends, guest expectations, and technological innovations.
| Category | Details / Range | Explanation |
|---|---|---|
| Total Investment Required | $14,444,110 – $39,361,610 | Includes land, construction, furniture, fixtures, equipment, and pre-opening expenses. Varies by location, property size, and market conditions. |
| Minimum Investment Required | $14,444,110 | The lowest amount needed to develop a new property and meet Marriott standards. |
| Franchise Fee | $90,000 | One-time fee paid to Marriott for franchise rights, brand use, and access to systems and support. |
| Royalty Fees | 6% of monthly gross sales | Ongoing fee for continued use of the brand, global reservation system, and corporate support. |
| Marketing Budget | 2% of monthly gross sales | Contributed to Marriott’s global and local marketing campaigns, loyalty programs, and advertising support. |
| Infrastructure / Development Cost | Varies by property | Covers land acquisition, construction, interior design, furnishings, and technology systems. |
| Working Capital | $240,000 – $550,000 | Funds to cover day-to-day operating expenses, salaries, utilities, and initial working expenses. |
| Expected ROI | Varies by location | Typically depends on occupancy rates, market conditions, operational efficiency, and service quality. |
| Break-Even Time | 3 – 5 years | Average duration to recover initial investment and start generating profit, depending on market demand and management efficiency. |
| Potential Revenue Streams | - Room bookings - Food & beverage services (restaurants, cafes, bars) - Event hosting & conference facilities - Ancillary services (parking, spa, gym, gift shops) | Diversified income sources help maintain stable revenue throughout the year. |
✅ Key Points:
Investment ranges are significant due to the mid-to-upscale positioning of Courtyard hotels.
Royalty and marketing fees are standardized, ensuring consistent support and brand strength.
Multiple revenue streams reduce dependence on a single source and improve long-term profitability.
