Bethesda North Marriott Hotel & Conference Center Completes $25 Million Renovation

USA, Rockville, Maryland. July 04, 2019

With the $25 million transformation of the Bethesda North Marriott Hotel & Conference Center, the bar has been raised for business and social event expectations in and around the Montgomery County corridor. The elegantly modern and contemporary Rockville hotel includes 455 guest rooms and elegant VIP suites, 50,000 square feet of flexible event and exhibit space, and new food and beverage options including elevated flavors served in at The Corby Kitchen.

"The transformation at the Bethesda North Marriott Hotel & Conference Center has evolved continuously through this renovation. Guest satisfaction revs up with Marriott's thoughtful amenities, upgraded accessibility, expansive event space, and nutritious delicious dining at The Corby Kitchen," said David Child, General Manager. "We have translated the rich history and economic development of Montgomery County into the ultimate guest experience."

The revamped venue space offers a sweeping 23,000 square foot Grand Ballroom accommodating up to 2,500 guests and boasting the highest ceiling height in the area, as well as a 4,000 square foot flexible Junior Ballroom. All spaces easily transform from business meetings to memorable social events with the benefit of upgraded Chiavari chairs and premium linens. Outdoor patio space offers event space options on the hotel's veranda. The Conference Center features an exclusive new parking garage adjacent to the event space, for easy access.

The 455 newly transformed guest rooms include a new luxury bath experience and evoke a minimalist, modern aesthetic of clean lines and architectural elements featuring cool tones of gray and blue. Marriott North Bethesda Hotel & Conference Center debuts historical nostalgia where nature and an urban setting overlap. Replacing a former street-car line, the Bethesda Trolley Trail has great importance as it bridges two major expressways, making it possible for pedestrians and bikers to easily connect to the adjacent neighborhoods. The hotel's new lighting illuminates the room, featuring 8-10 USB connections. Upscale entertainment is punctuated with 55" HDTV's, with access to YouTube, Netflix, Hulu and Pandora.

Other highlights include:

The M Club Lounge — Marriott Bonvoy Platinum and Titanium Elite guests receive complimentary access to the M Club Lounge, an exclusive VIP oasis for those looking to work, connect, and relax both indoors and in the private outdoor patio. The exclusive lounge offers 24-hour access and amenities that include daily breakfast, premium Wi-Fi, a selection of evening snacks and beverages available for purchase, charging stations, and, most importantly, a dedicated staff. The

Corby Kitchen — The hotel's new restaurant concept serves elevated flavors from the Chesapeake Area farms and sustainable fisheries to the table at the new restaurant, The Corby Kitchen. Under the direction of Executive Chef Jay Redington, patrons can look forward to a delicious menu celebrating inspired ingredients from the Chesapeake Watershed. The Corby Kitchen also features an iconic bar with craft bartenders ready to curate the latest locally inspired cocktails.

Fitness Center — Guests can take advantage of the 24-hour modern fitness center equipped with Peloton Cycles, Synergy 360, cardiovascular equipment and free weights. Guests can find balance and harmony at the fitness center's new yoga studio, the first of its kind in a Montgomery County hotel.

The Metro-accessible hotel, located at 5701 Marinelli Road, is ideally located across from the White Flint Metro Station, offering guests seamless transportation through subway, taxi or limo service to the National Institutes of Health, Downtown DC, Dulles International Airport (IAD), Ronald Reagan National Airport (DCA), and Baltimore Washington International Airport (BWI). Located in the heart of Montgomery County's vibrant economic development, the hotel is next to one of North Bethesda's most walkable suburban neighborhoods, Pike & Rose, which offers North Bethesda residents and visitors, retail shops, dining and entertainment just steps away.

Other neighboring attractions include the renowned Strathmore Music Center, Glenstone Museum, KID Museum and recreational parks, trails and gardens.

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Revenue Management: Focus On Profit

Revenue Management is still a relatively new profession within hotel operations and as such, it continues to evolve. One significant trend in this area is a shift away from using revenue as the foundation to generate key performance indicators (KPIs) and to instead place the emphasis on profit. Traditionally, revenue managers have relied on total revenue per available room (TrevPAR) and revenue per available room (RevPAR) as the basis of their KPIs. Now, some revenue managers are using gross operating profit per available room (GOPPAR) as their primary KPI. This puts profit at the center of revenue management strategy, and managers are increasingly searching for new ways to increase the profitability of their hotels. Return on Investment is the objective of any hotel investment, so it is only logical that profitability and ROI will be emphasized going forward. Another trend is an expanded focus on direct hotel bookings. Revenue managers know that one way to increase profitability is to steer guests away from online travel agencies (OTAs) and book directly with the hotel. This tactic also reinforces brand identity and loyalty, and encourages repeat business. In addition, it provides a valuable platform to market the hotel directly to the customer, and to upsell room upgrades or other services to them. Another trend for revenue managers involves automation in their software programs. Revenue management systems with automation are far more desirable than those without it. Automating data entry and logistics increases efficiency, allowing managers to spend more time on formulating strategy. As a bonus, an automated system helps with aggregating and interpreting data. The October issue of the Hotel Business Review will address these developments and document how some leading hotels are executing their revenue management strategies.