SpringHill Suites By Marriott Offers Comfort Zone Experience at Dulles International Airport
Gail Chiasson, North American Editor
Just in time to help make summer travel a breeze, SpringHill Suites by Marriott has launched its award-winning Comfort Zone experience at Dulles International Airport.
Dulles International’s Comfort Zone will be similar to that of Chicago’s O’Hare and Oakland International
This is the brand’s first zone to capture 100% of departing passengers, transforming all three of Dulles International Airport’s security checkpoints. With nearly 22 million travelers passing through the airport yearly, the transformed security checkpoints offer little extras that add up to make the travel experience a lot less ordinary for more passengers than ever before.
In partnership with Washington Dulles International Airport, JCDecaux Kinetic, and WPP/tenthavenue’s Aviator, this is the fifth location where travelers have been treated to a SpringHill Suites Comfort Zone. This is the first time the brand has been able to enhance every security checkpoint located in the airport, including the TSA Pre-Check. Additional Comfort Zones are currently in place at Oakland International Airport and Chicago O’Hare International Airport, providing unique experiences to travelers coast to coast.
More than seven million weary travelers can find comfort and relaxation where SpringHill Suites by Marriott transformed three major US airports into experiential ‘Comfort Zones’, featuring couches, stylish tables, upbeat music and bright walls with scenic imagery – bringing the hotel environment to life where it could make the most impact during the travel journey.
With travel being stressful, uncomfortable and more tiring than ever, part of the role of hotels catering to business travelers is to offset some of these challenges. But it has become difficult for brands to differentiate themselves and offer travelers more than they expect.
“Extending the hospitality of SpringHill Suites by providing unexpected moments of relief is a priority for us,” said Loren Nalewanski, vice president and global brand manager, SpringHill Suites by Marriott. “Business travel can be tough and our goal is to help travelers start the trip with a unique and stress-free experience as they pass through one of the countries busiest airports.”
The aim was to mirror the emotional lift experienced by guests at SpringHill Suites when they encounter the stylish design and spaciousness found in the hotel – at other unexpected places. It wanted to recreate an actual touch and feel SHS experience at the airport, transforming the blend, gray security zone into branded environments showcasing the style and comfort encountered at hotel properties. Elements included furnishings, lighting, digital walls, large-format adhesive wraps/banners, branded security bins and projection media. Comfy couches replaced plastic benches in the pre-queuing and post-screening areas. Stylish tables were provided and upbeat music was played. Walls were brightened with wraps featuring soothing nature imagery and brand-specific messaging, while digital screen installations provided property tours.
No detail was overlooked. To extend the experience and greet the audience at every step of their journey through the security area, branded security trays and stanchion straps were also created in the brand colors.
By leveraging a high dwell-time environment in which business travel is top of mind, SHS wanted to make sure the brand’s message was clear and relevant to potential customers.
Follow DailyDOOH