Marriott recently began the gargantuan task of streamlining the categorization of its many branches. Amid customer confusion over the identity of their now 30 brands, Marriott has started dividing its hotels, residences and condominiums into different sections.
The brands fall under four broad umbrellas: Luxury, Premium, Select and Longer Stays. Luxury is the most high-end section and offers “bespoke and superb amenities and services” and contains brands under the following headings: Classic Luxury (Ritz-Carlton, St. Regis) and Distinctive Luxury (BVLGARI, W Hotels, Edition).
The info-graphic displays the division of brands. “Classic” (left of the info-graphic) reflects the more traditional hotel experience, whereas “Distinctive” (right of the info-graphic) is contemporary. Hotels under the group’s identifying brand are the most numerous, with 534 5-star Marriott Hotels and Resorts and 1.047 4-star Courtyard by Marriott.
Premium is a mid-range section and offers “sophisticated and thoughtful amenities and services” and has the following categories: Classic Premium (Marriott Hotels, Sheraton) and Distinctive Premium (Le MERIDIEN, Westin, Design Hotels).
Select is a more economic selection and offers “smart and easy amenities and services” and contains the following headlining categories: Classic Select (Courtyard Hotels, Protea Hotels) and Distinctive Select (AC Hotels, Moxy Hotels).
Longer Stays is at the more residential end and offers “amenities and services that mirror the comfort of home”. Some of the categories are: Classic Longer Stays (Marriott Executive Apartments, Residence Inn) and Distinctive Longer Stays (Element).
According to Skift, loyalty in particular, is the primary strategy by which Marriott is building its game plan for the future. This is why Marriott linked all three of its loyalty programs as soon as the Starwood purchase was finalized and why Marriott has been so eager to reward its loyalty members with discounted room rates. Marriott is pursuing growth, not only in its number of brands, but also in the number of its most loyal guests. This is not only to gain business, but also to collect information about members to craft a better guest experience.
In terms of development the single brands are expanding their presences worldwide but with different powers. According to TOPHOTELPROJECTS Marriott has 1.034 hotel projects in the pipeline. Leading brand with currently 123 projects is the 4 star brand Four Points by Sheraton, followed by aloft Hotels (96 projects) and Sheraton Hotels & Resorts (93 Projects). Besides a lot of projects in China (19%) Marriott’s main focus is still the US market with 372 projects (36%).