On a trajectory toward becoming the largest hospitality company on the planet, it is no surprise that Marriott International is garnering awards including Best Business Hotel Brand in Europe and Best Brand for Extended Stays. Learn why the company—which includes some 30 brands—earned five awards this year.
Best Business Hotel Brand in Central/South America
Best Business Hotel Brand in Europe
Best Hotel for Conventions in North America
Best Hotel for Conventions in the World
Best Brand for Extended Stays
On a trajectory toward becoming the largest hospitality company on the planet, it is no surprise that Marriott International is garnering awards for best choice for business stays in Europe as well as the Americas. The company includes some 30 brands—from luxury to budget to long-stay, with plenty of choice in between—giving business travelers continuous ways to collect Bonvoy rewards and mix leisure into their busy work schedules. With more than 8,000 properties across 139 countries and territories, Marriott is focused on strategic alliances and creating new venues for changing markets.
Recently, Marriott announced plans to acquire City Express, a chain of affordable mid-scale hotels across Latin America. In October, Ritz-Carlton, a Marriott luxury brand, launched the maiden voyage of its yacht offerings.
“We’re always looking at options,” said Marriott International CEO Anthony Capuano at a re- cent forum in New York. “Every day we explore elements of our core lodging business to see how we can continue to evolve and grow. Are there business adjacencies that we can develop? We have the ability to understand in real time what our guests like, what they don’t, and how their wants and needs are evolving.”
A pivotal moment in Marriott’s growth came in 2016, when stockholders of both Marriott International and Starwood Hotels & Resorts Worldwide agreed on a merger. Marriott was a formidable name but with only 4,400 proper- ties amid 19 brands. With Starwood it was able to nearly double in size inside of six years and open in new markets.
Each brand within the portfolio offers a unique experience. At the top end are Ritz-Carl- ton, St. Regis, Bulgari, The Luxury Collection and the namesake JW Marriott brand, bringing impeccable service and elevated amenities to destinations in metro areas as well as resort hideaways around the world. Meanwhile, an emerging market of young, social, design-oriented travelers is attracted by a bevy of accessible boutique brands, each with its own factors of cool and price points that put them within reach. Autograph, AC, Aloft, Edition and W are some of the urban chic stays preferred by millennials. For longer stays, the company offers options such as Element, Residence Inn and TownePlace Suites, appealing variously to families, road warriors and hipsters.
Marriott is also exploring what hospitality can be in a variety of concepts known as the Marriott Design Lab. For instance, the company partnered with TED Talks to create a hotel experience that challenges guests to interact with their surroundings, both within the room and in the context of the destination. Meanwhile, in the pipeline are 14 luxury properties in Asia-Pacific set to open by the end of 2023.
“I’m an optimist about travel,” said Capuano. “I look at forward bookings, and the resilience of travel is borne out in that data.” —Lark Gould