The new division of the Marriott brands explained
Marriott recently began the gargantuan task of streamlining the categorisation 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 broader 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), Distinctive Luxury (BVLGARI, W Hotels, Edition).
In the infographic below this article the division of brands are displayed. "Classic" (left of the infographic) reflects the more traditional hotel experience, whereas "Distinctive" (right of the infographic is more contemporary. Hotels under the group's identifying brand have the most built projects, with 534 5* Marriott Hotels and Resorts and 1047 4* 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), 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), 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), Distinctive Longer Stays (element).
According to Skift, the intelligence platform to key sectors of travel, 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 purchased was finalized, and why Marriott has been so eager to reward its loyalty members with discounted room rates. In pursuing scale, not only in its number of brands, Marriott is also seeking scale in the number of its most loyal guests: to not only gain their business but also collect information from them to craft a better guest experience, too.
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Lennart Kooy
associate partner TOPHOTELMEDIA
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