LOS ANGELES — Dual-branded hotels — when two or more brands share the same building — are nothing new.
But two brands sharing the same floor, as is the case at the new Courtyard by Marriott/Residence Inn at the L.A. Live complex in downtown Los Angeles, takes another step toward the continuing blurring of brand lines and the need to adapt brands to their locations.
On all but the top two floors of the 23-story building, if guests step in one direction as they get off the elevator, they will be in a Residence Inn, in the other in a Courtyard. The differences are noticeable — different signage, artwork, wallpaper, sconces, carpeting (orange for Courtyard, purple for Residence). Of course, keys are coded differently.
All told, there are 219 Residence Inn rooms in the hotel and 174 Courtyard units. Almost all facilities are shared, including the fitness center, laundry and elevators.
The only space off-limits to Courtyard guests is the RI Lounge, where the traditional free Residence Inn breakfast is served. Even that facility is different here. Typically called the Hearth, here it’s called RI Lounge and more closely resembles an upscale dining room.
The shared floors are all about efficiency, according to general manager Eric Palmer, who noted that the hotel has one general manger and one assistant general manager, as well as the same housekeeping , front desk and other staff members.
While there are different brand standards, said Palmer, “All the staff members are trained in both so as they move from one brand to another, they meet those standards. “
Not only is Marriott International multi-branding in one building, it is serial branding on one corner at L.A. Live. The company opened a JW Marriott and a Ritz-Carlton awhile back, is now coming in with the Courtyard/Residence, and is bringing a Renaissance in 2016.