Marriott unveils breakdown of its 30 brands
Tophotelprojects reveals new classification system of Marriott's 30 hotel brands, following its acquisition of Starwood Hotels and Resorts
Marriott recently began the task of streamlining the categorisation of its brands, after taking over Starwood’s hotel and resort brands.
According to Tophotelprojects the classification will lay to rest customer confusion over the identity of the 30 combined brands.
The brands now fall under four broad categories: luxury, premium, select and longer stays.
Luxury is at the top of the pyramid and will have brands such as Ritz-Carlton and St. Regis - Classic Luxury; and Bvlgari, W Hotels and Edition - Distinctive Luxury.
Hence, Marriott has not only divided the brands on the four main categories, but it has further cross referenced it across two more sub sections – class and distinct.
‘Classic’ reflects the more traditional hotel experience, whereas ‘Distinctive’ will house the contemporary brands.
According to Skift, a travel industry intelligence platform, loyalty in particular, is the primary strategy by which Marriott is building its game plan for the future.
In terms of the development pipeline Marriott has 1,034 hotel projects in the pipeline, according to Tophotelprojects.
Four-star brand Four Points by Sheraton is leading the way with 123 projects under development, followed by Aloft Hotels (96 projects) and Sheraton Hotels & Resorts (93 Projects).
Besides China (19% of its total development pipeline), Marriott’s main focus continues to remain in the US with 372 projects (36% of its total development pipeline).