The Future of Marriott’s Brands

A couple of months ago, Marriott International became the largest hotel chain in the world after closing on a $13 billion acquisition of Starwood Hotels & Resorts. With 30 brands now under one umbrella, there has been much speculation over Marriott’s plan to manage them all.

Over the Thanksgiving weekend, Marriott began implementing a strategy in which it differentiates brands based on whether they are “classic” or “distinctive.” The hotel chain also began grouping hotels in categories, such as luxury, premium and longer stays. Marriott CEO Arne Sorenson has announced all 30 brands are expected to remain in place.

In July, Marriott’s Brian King sat down with GBTA’s Caitlin Gomez at our GBTA Convention Broadcast Studio. The two chatted about the ways in which Marriott embraces innovation, as well as the biggest challenges the industry will face in the coming year. King discussed how the introduction of new supply globally contributes to a crowded marketplace and makes it difficult for brands to cut through the clutter.

View the full video here:

Visit GBTA’s YouTube Channel for even more insight and Broadcast Studio interviews from this year’s Convention.