Latest news with #AnthonyCapuano
Skift
8 hours ago
- Business
- Skift
Marriott CEO: 'Cautiously Optimistic' – But Last-Minute Bookings Raise Concern
Marriott's business is holding up better than you'd think given the weak consumer sentiment. But things can turn fast. Marriott CEO Anthony Capuano is telling investors that hotel demand continues to show resilience even as booking patterns become increasingly unpredictable and more last-minute, reflecting broader uncertainty about economic trajectories. Speaking at the Morgan Stanley Travel and Leisure Conference on Tuesday, Capuano described his company's outlook as "cautiously optimistic." Yet he said that rising macroeconomic pressures have made forecasting more challenging. "The one caveat to that feeling is how quickly that can change, given the shortness of the booking window," he said. Demand Rebound The world's largest hotel company has weathered recent volatility better tha
Skift
8 hours ago
- Business
- Skift
There's a U.S. Travel Deficit, Too – Hotel CEOs Call for a Fix
Major hotel CEOs say the U.S. has lost significant ground in attracting international visitors. They also say they are focused on expansion in high-growth markets like, India, Southeast Asia and the Middle East. Hotel leaders say the U.S. is squandering its tourism potential — and global hotel giants are increasingly looking abroad for growth, particularly India, Southeast Asia, and the Middle East. Anthony Capuano, CEO of Marriott International, highlighted the challenges on Monday. A decade ago, foreign travelers spent $50 billion more in the U.S. than Americans spent abroad. That has since reversed: The U.S. now facing a $50 billion deficit in international travel, according to the U.S. Travel Association. "You would expect that would get a stronger reaction that it's gotten," Capuano said, while speaking on-stage at the NYU International Hospitality Investment Forum in New York. "We've got a decade of amazing global tentpole events coming," Capuano said. "We've got World Cup. We've the LA Olympics. We have the Utah Olympics. So we've got to streamline visa
New York Post
13 hours ago
- Business
- New York Post
Marriott targets budget travelers with new mid-scale extended-stay option
Marriott International CEO Anthony Capuano shared some insight on budget travelers during a Monday appearance on 'The Claman Countdown.' He told host Liz Claman that Marriott International's lower-income consumers 'continue to prioritize travel, but they want to do it at a more thrifty price point,' citing spending data the company has through its credit card relationships. That has driven Marriott International to 'push so strongly over the last two years into the mid-scale segment, which is a segment that historically we did not operate in,' according to Capuano. He said it started with the company's acquisition of City Express. The company acquired the City Express brand portfolio from Hoteles City Express, S.A.B. de C.V. in 2022 for $100 million. 'We also organically developed an extended-stay mid-scale product called StudioRes,' he noted to Claman. Marriott's first StudioRes opened on Monday in Fort Myers, Florida. The extended-stay hotel 'offers studio-style rooms complete with one or two beds, a lounging area, and a kitchen with a stovetop microwave, and full-sized refrigerator,' according to a press release. Asked about what makes it different from Marriott's other brands, Capuano told Claman it 'starts with the price point.' Marriott International CEO Anthony Capuano revealed that the hotel brand has been pushing strongly into the 'mid-scale segment' of the industry for budget travelers. Helayne Seidman 'It starts with much more modest services,' he added. 'These are folks that could be on a temporary assignment, maybe a construction project or a consulting assignment. They could be digital nomads.' He said 'that product at that price point is really resonating with more cost-conscious consumers.' Capuano also touted the 'breadth' of Marriott's portfolio, saying the company can 'offer the right accommodation for every trip purpose, which often varies irrespective of income.' Marriott's brands include the Ritz-Carlton, St. Regis, Sheraton, Courtyard, Westin, Moxy and others. The company generated $6.26 billion in revenue during the first quarter. Its net income, meanwhile, came in at $665 million.
Skift
27-05-2025
- Business
- Skift
Every One of Marriott's Hotel Brands, Explained
We break down each of Marriott's more than 30 hotel brands, highlighting key differentiators and market positioning. Marriott International is one of the largest and most influential players in the global hospitality industry, with over 9,000 properties in over 140 countries. Under the leadership of President and CEO Anthony Capuano, who took the reins in 2021, Marriott has accelerated its growth by expanding its brand portfolio and acquiring notable industry names. In April 2025, Marriott announced a deal to acquire CitizenM for $355 million, strengthening its presence in the lifestyle hotel segment. Additionally, in May, Marriott introduced a new brand, Series by Marriott, in India, which is aimed at the midscale and upscale hotel segments. In 2024, the company reported strong performance, collecting over $25 billion in revenue for itself and franchisees. With over 1,200 deals signed, the company ended the year with over 577,000 rooms in its development pipeline. Here's a look at how Marriott has positioned each of its 30-plus brands up to this point and our take on how they operate in the current hospitality landscape. Note: Global footprint numbers reflect property and room numbers as of December 31, 2024. CitizenM is not included below because the acquisition has not yet closed. Luxury Bulgari Global Footprint: 9 hotels; 811 rooms Marriott Take: 'Bulgari Hotels & Resorts, developed in partnership with jeweler and luxury goods designer Bulgari, is a collection of sophisticated, intimate luxury properties located in exclusive destinations. With properties in London, Milan, and Bali and food and beverage outlets in Tokyo, premium individuality is the rule -- no detail is too small, no experience too grand.' Skift Take: This is still a very small luxury brand, size-wise, when you compare it to St. Regis or The Ritz-Carlton, or even Edition, for that matter. The Bulgari name certainly has a cachet worth building on, which seems to be Marriott's plan. Edition Global Footprint: 20 hotels; 4,223 rooms Marriott Take: Originally launched as a lifestyle boutique brand, Edition is now referred to as 'an unexpected and refreshing collection of individualized, customized, one-of-a-kind hotels that redefines the codes of traditional luxury.' Skift Take: This is Ian Schrager's baby, and one of the first hospitality brands anywhere that managed to successfully blend the luxury and lifestyle segments together. It was slow to scale at first, but things have picked up. Each hotel aims to be a unique and highly nuanced experience wholly local to its neighborhood, and popular with locals. Marriott CEO on the Skift Travel Podcast Apple Podcasts | Spotify | YouTube | RSS JW Marriott Global Footprint: 126 hotels; 49,979 rooms Marriott Take: JW Marriott 'consists of beautiful properties and distinctive resort locations around the world […] that cater to sophisticated, mindful travelers who come seeking experiences that help them be fully present, foster meaningful connections and feed the soul.' Skift Take: The JW Marriott brand has a lot of opportunities globally because it's relevant for both the leisure and business markets, and it's very popular for meetings and events. It also sits below The Ritz-Carlton's price point, making it aspirational and more accessible for a broader range of luxury seekers. St. Regis Global Footprint: 63 hotels; 13,467 rooms Marriott Take: 'St. Regis Hotels & Resorts is committed to delivering exquisite experiences at more than 55 luxury hotels and resorts in the best addresses around the world […] the brand has remained committed to an uncompromising level of bespoke and anticipatory service for all of its guests.' Skift Take: St. Regis is a brand at the intersection of legacy and innovation. Its future success will depend on balancing expansion and consistency, harnessing technology for personalization, and ensuring every guest feels like a privileged insider, not just a customer. The Luxury Collection Global Footprint: 120 hotels; 28,578 rooms Marriott Take: 'The Luxury Collection is comprised of world-renowned hotels and resorts offering unique, authentic experiences that evoke lasting, treasured memories. […] Each hotel and resort is a unique and cherished expression of its location; a portal to the destination's charms and treasures.' Skift Take: We initially thought this brand could eventually be rolled into the Autograph Collection. However, Marriott decided to leave the Luxury Collection as a standalone brand at a higher average price point for guests. Many of the properties in this collection are considered landmarks, and The Royal Hawaiian in Honolulu comes to mind. The Ritz-Carlton Global Footprint: 123 hotels; 32,082 rooms Marriott Take: 'From iconic urban destinations to stretches of paradise in untouched corners of the earth, The Ritz-Carlton offers the opportunity for true discovery and transformative escapes that stay with guests long after they depart.' 'The Ritz-Carlton encompasses two groundbreaking brand extensions, Ritz-Carlton Reserve and The Ritz-Carlton Yacht Collection. Ritz-Carlton Reserve is a collection of rare estates set apart from the world, where personalized care and cultural immersion are paramount. The Ritz-Carlton Yacht Collection translates the brand's legendary service and hospitality for sea, reimagining the ultra-luxury cruising category.' Skift Take: As with many luxury brands, The Ritz-Carlton faces a challenge in breaking out of the stereotypical perceptions of old luxury and being perceived as something more modern, contemporary, and relevant to today's luxury travelers. W Hotels Global Footprint: 73 hotels; 21,453 rooms Marriott Take: 'W Hotels has been at the forefront of lifestyle hospitality for over two decades. With nearly 70 destinations around the world, the detail-driven design, signature Whatever/Whenever service, and buzzing Living Rooms cultivate experiences of social connectivity. Each location brings together the magnetic energy of W Hotels and the essence of local culture, creating spaces for new perspectives and a freedom of self-expression.' Skift Take: Starwood, arguably, built its entire name and success on the W brand. This is Barry Sternlicht's creation, through and through, and the brand that really put Starwood on the map — it's a foundational part of its legacy. Marriott made a bold choice, keeping the brand around after the acquisition, and has grown its footprint steadily since. Premium Autograph Collection Global Footprint: 332 hotels; 70,498 rooms Marriott Take: 'Autograph Collection Hotels advocates for the original, championing the individuality of each of its over 300 independent hotels […] Hand-selected for their inherent craft and distinct perspectives on design and hospitality, Autograph Collection properties offer rich immersive moments that leave a lasting imprint.' Skift Take: A successful soft brand, the Autograph Collection has more than tripled in size over the last ten years. Storytelling is key: One property in Philadelphia is a former notary building, with typewriters, rubber stamps, and art deco details throughout. Autograph is strengthening its presence in high-growth international like Saudi Arabia. Delta Hotels by Marriott Global Footprint: 139 hotels; 31,369 rooms Marriott Take: 'Delta Hotels focuses on the details that truly matter, delivering a streamlined and flawless stay for its guests every time. The brand's simple and intuitively designed rooms, free Wi-Fi, exclusive Delta Pantry for Marriott Bonvoy Elite members, and convenient dining options offer travelers an effortlessly comfortable and stylish place to stay.' Skift Take: There is nothing exciting about this utilitarian Canadian brand, and there never has been. Despite all this, the brand has grown, adding over 100 new hotels since 2015. Consistency can be its own virtue. Design Hotels Global Footprint: 161 hotels; 12,106 rooms Marriott Take: 'From cultural hubs in fast-paced cities to tiny off-the-beaten-path escapes, each hotel reflects the vision of its pioneering owner, or 'Original," who possesses a passion for genuine hospitality, cultural authenticity, thought-provoking design, and architecture.' Marriott says its target customers are: 'Travelers seeking the unusual, the individual, and the unexpected. Those who prefer an experience over a cookie-cutter room, a local immersion over the consistency of a known brand.' Skift Take: Design Hotels is showing steady growth under Marriott, with new leadership and added support helping boutique properties maintain their unique identities while gaining broader exposure. Gaylord Hotels Global Footprint: 6 hotels; 10,220 rooms Marriott Take: 'Purpose-built to host exceptional meetings, events, and celebrations of all sizes, Gaylord Hotels offers a unique, all-under-one-roof experience with more than 3.2 million square feet of meeting space, expansive atriums, five water parks, full-service spas, and a wide range of dining and shopping outlets. […] Gaylord Hotels are in prime locations across the country.' Skift Take: Typically located in the suburbs of gateway destinations, these are massive convention properties for large association businesses. There's a demand for facilities of this scope, but Marriott hasn't grown the brand much in recent years. For these hotels to thrive, significant capital investments should be directed at modernizing the design, updating the technology infrastructure, and building more sophisticated food and beverage outlets. Le Méridien Global Footprint: 117 hotels; 31,075 rooms Marriott Take: 'Le Méridien Hotels & Resorts continues to celebrate cultures around the world through the distinctly European spirit of savouring the good life. […] Le Méridien's engaging mid-century designed spaces coupled with chic signature programs put a playful twist on art, coffee, sparkling cocktails, summer, family, and inspire creative-minded travelers to explore the world in style.' Skift Take: With its Air France provenance and creative class audience, Le Méridien remains under-leveraged in the upper-upscale space. Rich in heritage and creative flair, it could shine with weekend bohemians, design-minded travelers, and families if Marriott doubles down on its distinct identity and experiential strengths. Marriott Hotels Global Footprint: 602 hotels; 213,838 rooms Marriott Take: 'Marriott Hotels continues to elevate the art of hospitality – placing people first is the brand's living legacy.' They "raise the bar by consistently delivering heartfelt service, with modern, comfortable spaces, and by providing experiences elevated beyond the everyday.' Skift Take: Marriott International's flagship brand has made moves to differentiate itself from other full-service meeting hotels in the last few years, reinventing the guestrooms, check-in tech, food and drink service, and meeting rooms. In the last few years, growth has been steady, opening around 80 new hotels since 2015. MGM Collection with Marriott Bonvoy Global Footprint: 12 hotels; 26,210 rooms Note: This is not a traditional Marriott brand acquisition but a long-term licensing and loyalty integration. MGM resorts remain independently operated, bookable through Marriott channels, and integrated with Bonvoy perks. Marriott Take: 'MGM Collection with Marriott Bonvoy creates unforgettable, larger-than-life memories with exhibitions of brilliance and extraordinary service for the reveler in all of us [...] MGM Collection includes Las Vegas icons such as Mandalay Bay Resort and Casino, MGM Collection, and gaming paradises across the United States.' Skift Take: Marriott's partnership with MGM Resorts transforms Las Vegas into a Bonvoy loyalty program member's playground, blending luxury stays with exclusive experiences like choreographing the Bellagio fountains as a point redemption offer. The deal signals a strategic move to deepen guest engagement through immersive offerings. That said, it's a risk to associate with a casino brand one doesn't control. Renaissance Hotels Global Footprint: 178 hotels; 53,949 rooms Marriott Take: 'Renaissance Hotels has a dynamic and inspiring global portfolio, where every trip is an opportunity for unscripted discoveries. Renaissance Hotels connects travelers to the spirit of the neighborhood through its theatrical design, entertaining evening bar rituals, and engaging Navigators.' Skift Take: The Renaissance flag clashes head-to-head with Le Méridien because both target the creative professional by promoting local neighborhood arts, culture, and events. Instead of folding the two brands together, Marriott has decided to keep them separate. While both have grown steadily, it's still debatable whether the two complement or detract from each other's performance because of their small numbers and inconsistent delivery. Sheraton Global Footprint: 431 hotels; 150,640 rooms Marriott Take: 'Sheraton Hotels & Resorts makes it easy for guests to feel welcome [...] As the most global brand within Marriott Bonvoy's portfolio […], Sheraton has a rich heritage in creating a sense of belonging for guests, wherever they are in the world.' 'The new vision for Sheraton features intuitive design, tech-forward experiences, and upgrades to everything from public space and F&B to flexible meeting space.' Skift Take: Many speculate that Sheraton may disappear as a brand eventually. We're not so sure we'd make that call, although it is one of the few brands in the portfolio to lose hotels since the 2015 acquisition. While Sheraton's consistency in the U.S. may be uneven, in Asia, the brand is, arguably, one of the top hospitality brands thanks to being categorized as luxury rather than upper upscale. This is especially true in China, where Sheraton was the first international hotel brand to operate in 1985. Tribute Portfolio Global Footprint: 154 hotels; 25,735 rooms Marriott Take: 'Tribute Portfolio is a growing global family of characterful, independent hotels drawn together by their passion for captivating design and their drive to create vibrant social scenes for guests and locals alike.' Skift Take: When Marriott and Starwood merged back in 2015, we feared the worst for this brand. Without enough distinctive features to define it from Marriott's soft-brand Autograph Collection, we felt it was only a matter of time before Tribute would be rolled into its direct competitor. Fast-forward to 2025, and the collection has added almost 150 hotels to its portfolio. Westin Global Footprint: 247 hotels; 89,287 rooms Marriott Take: Westin Hotels & Resorts 'empowers guests to transcend the rigors of travel while on the road through the brand's Six Pillars of well-being.' Guests 'can benefit from distinct wellness experiences, including the brand's iconic and award-winning Heavenly Bed, signature WestinWORKOUT offerings […], and its versatile Gear Lending program.' Skift Take: Wellness branding is everywhere, and, in many ways, Westin was well ahead of the other brands in pioneering that lifestyle early on, especially when it debuted the Heavenly Bed in 1999. With the health and wellness market now worth an estimated $6.8 trillion, the Westin Hotels & Resorts brand is a great asset for Marriott. Early Check-In helps you keep up with the latest hotel and hospitality news. Get it in your inbox every Thursday. By submitting this form, you agree to receive email communication from Skift. Select AC Hotels by Marriott Global Footprint: 244 hotels; 38,575 rooms Marriott Take: 'At AC Hotels, every moment has been designed, refined, crafted, and considered to create a seamless guest experience. Each AC Hotel features purposefully designed signature spaces that strike the perfect balance of form and function. […] All AC guest rooms and public spaces evoke a particular sophistication, featuring sleek furnishings, curated artwork, and intuitive technology.' Skift Take: This Spanish take on W Hotels continues to expand outside of Europe, with hotels in the pipeline for North America, the Caribbean, Latin America, the Middle East, and Africa. It's got smart design and a great, modern aesthetic, but it needs to do more to stand out from Marriott's other midscale, select-service brands, other than having a dark color palette. Aloft Hotels Global Footprint: 237 hotels; 38,761 rooms Marriott Take: Aloft Hotels caters to a 'tech-savvy, music-loving crowd,' offering 'vibrant, eclectic spaces that thrive off bringing people together. A brand for music lovers and music makers alike, Aloft is best known for its emphasis on innovative music programming through its Live at Aloft platform.' Skift Take: Borrowing a few design elements from higher-end W hotels, Aloft is a bold, punchy brand where the bar and common area are meant to be used. Quirky touches, with some guest rooms having barn doors for the bathrooms. Its footprint has grown by around 130 properties since it joined the Marriott International portfolio. As the lifestyle segment continues to grow in popularity, Aloft is only likely to grow. Courtyard by Marriott Global Footprint: 1,341 hotels; 202,180 rooms Marriott Take: 'Courtyard by Marriott is the hotel brand of choice for trailblazing guests who are inspired by a passion to do great things.' They are 'passionate about empowering its guests and serving the needs of travelers everywhere, no matter the purpose of their trip. Its thoughtfully designed guest rooms provide an elevated experience to relax and recharge, complete with plush bedding and flexible workspaces.' Skift Take: To us, Courtyard by Marriott is your no-frills, no-nonsense kind of hotel designed for road warriors. It's not exactly sexy, and it doesn't necessarily have the strongest brand identity, but it'll do just fine urging travelers to 'make room for a little fun' along the way. With such a large footprint and steady growth (over 300 additional hotels since 2015), it's doubtful Marriott has any major plans to reinvent the wheel here. Fairfield by Marriott Global Footprint: 1,331 hotels; 134,250 rooms Marriott Take: 'Fairfield by Marriott was founded on the principles of trusted service and warm, friendly hospitality. […] Its contemporary, uplifting design provides an effortless experience for guests to maintain their routines while on the road. […] Fairfield offers thoughtfully designed guest rooms and suites that provide separate quality living, working, and sleeping areas.' Skift Take: Positioned below Residence Inn's price point, Fairfield Inn should be promoted more as the voice of middle America, especially for parents traveling with families. The brand could potentially promise the travel dream to everybody in the country. Four Points by Sheraton Global Footprint: 332 hotels; 63,706 rooms Marriott Take: 'At Four Points, travel is reinvented where timeless classics are woven with modern details, paired with genuine service in a casual environment — all around the world. Four Points hotels can be found in the heart of urban centers, near the beach, by the airport, or in the suburbs. Each hotel offers a familiar place to kick back and relax with an authentic sense of the local.' Skift Take: When was the last time you stayed in a Four Points by Sheraton and felt genuinely excited to be staying in one? We are going to make an educated guess and say that's never. But what Four Points may lack in excitement, it has plenty in terms of its global breadth, and it was also the first U.S. hotel brand to operate in Cuba after nearly 60 years. Four Points by Sheraton's footprint continues to grow steadily, adding around 30,000-plus rooms since 2015. Moxy Hotels Global Footprint: 161 hotels; 30,330 rooms Marriott Take: 'Moxy offers a playful hotel experience for the young at heart. […] Moxy boldly breaks the rules of a conventional hotel stay across the globe,' providing 'stylish, industrial design and sociable service at an attractive price point.' Skift Take: Moxy is a smart idea to build the hotel of the future for future generations, but it might rely too much on design to the point where it becomes cloying. Rooms are compact and sparsely decorated, with furniture and other items hung on pegs in many guest rooms. The bar and lounge aspire to be nightlife hubs for twentysomethings. Moxy Hotels at 10: How Marriott's Gen Z Brand Grew Up Hotel chains often blur into a beige haze of indistinguishability, but Marriott created Moxy Hotels to stand out like the neon signs often found in its lobbies. Many Gen Zs like it. But after 10 years, can it grow up without growing old? Read More Protea Hotels by Marriott Global Footprint: 64 hotels; 6,932 rooms Marriott Take: 'Protea Hotels by Marriott is the leading hospitality brand in Africa, and it is one of the most widely recognized brands on the continent with over 60 hotels across nine countries.' It is 'ideal for both business and leisure travelers by offering properties in primary and secondary business centers and desirable leisure destinations.' Skift Take: Bought by Marriott in 2013 for $200 million, Protea enjoys strong brand recognition in Africa, but in recent years, Marriott has sought to take the brand and promote it on a more global level. Marriott had roughly 40 fewer hotels with the name Protea than in 2015. SpringHill Suites by Marriott Global Footprint: 563 hotels; 66,666 rooms Marriott Take: 'SpringHill Suites by Marriott is the largest all-suites upscale hotel brand that is refreshingly different. With stylish surroundings that are beyond the ordinary, […] guests are provided thoughtful, focused service in an uplifting atmosphere.' Skift Take: Operating only in the U.S. and Canada, SpringHill Suites has historically performed well, and it ranks unusually highly with consumers on J.D. Power's annual list of hotels with the highest guest satisfaction levels. Since 2015, SpringHill has added more than 200 hotels to its footprint. Midscale City Express by Marriott Global Footprint: 153 properties; 17,777 rooms Marriott Take: 'Catering to the needs of both business and leisure travelers, the brand offers seamless and efficient stays in convenient locations [...] With around 150 properties in 4 countries, City Express, our flagship, stands alongside City Express Plus, City Express Suites, City Express Junior, and City Centro, each uniquely designed for a different segment of travelers.' Skift Take: City Express by Marriott is rapidly transforming from a Latin American midscale staple into Marriott's global growth engine, with over 45 U.S. and Canadian deals signed and new markets like Argentina and Peru on the horizon, it is proof that affordable, efficient lodging is central to Marriott's long-term strategy for scalable expansion. StudioRes Global Footprint: (Not available as of May 2025) Marriott Take: 'StudioRes is for customers who want smart functional design at an affordable price and for hotel owners seeking an efficient cost to build and a low-cost operating model reflective of the current economic environment.' This midscale extended-stay concept is positioned around convenience and comfort. Skift Take: StudioRes is Marriott's bid to dominate the affordable extended-stay market, offering a streamlined, cost-efficient model that appeals to value-conscious travelers and budget-focused developers. The company broke ground on the first StudioRes in 2024. Four Points Flex by Sheraton Global Footprint: 28 hotels; 5,037 rooms Marriott Take: Four Points Flex by Sheraton is a conversion-friendly 'franchise brand [that] offers a light operational and design model, enabling owners to capitalize on growing consumer demand in the midscale segment.' 'Each Four Points Flex by Sheraton is situated in an ideal location, steps away from business centers with easy access to public transport.' Skift Take: Four Points Flex by Sheraton is Marriott's answer to both consumer demand and competitive pressure in the European midscale segment, and its swift rollout suggests the brand will be a key driver of Marriott's growth, loyalty, and relevance in the years ahead. Series by Marriott Global Footprint: (Launched in May 2025, count not yet available) Marriott Take: A 'new collection brand for the midscale and upscale lodging segments […] Series by Marriott is expected to expand Marriott's global presence by bringing well-established regionally created brands and hotels that champion consistent quality and service into the Marriott Bonvoy portfolio.' Skift Take: Series by Marriott is a move to capture the sweet spot between midscale value and upscale experience, signaling Marriott's sharpened focus on fast-growing, price-sensitive markets like India. Longer Stays Apartments by Marriott Bonvoy Global Footprint: 2 hotels; 231 rooms Marriott Take: 'Apartments by Marriott Bonvoy offers a truly independent stay with sizable living spaces and sophisticated locally inspired design [...] Centrally located, premium and luxury apartment-style accommodations are designed with private bedrooms, a separate living room, full kitchen and in-unit laundry.' Skift Take: Marriott launched this brand in 2024, distinguishing it from its other extended-stay brands by not providing traditional hotel services, such as food and beverage, meeting spaces, and retail, and by focusing on the upper-upscale and luxury segments. Element Hotels Global Footprint: 110 hotels; 16,111 rooms Marriott Take: 'Element Hotels is designed for today's healthy, active traveler who wants to maintain the balance of daily routines while on the road. Offering many of the comforts of home, Element caters to those looking to stay both short and long-term. All hotels have an outdoor-inspired, sustainability-focused design philosophy and feature spacious and airy guest rooms with in-room kitchens and spa-inspired bathrooms.' Skift Take: An extended-stay brand with a small global presence, Element by Westin is considered an alternative to some housing rental services or shared economy platforms like Airbnb. Several properties are in the pipeline for North America, Europe, the Middle East, Africa, and Asia Pacific. Marriott Executive Apartments Global Footprint: 42 hotels; 5,813 rooms Marriott Take: "Marriott Executive Apartments provides international, five-star serviced apartments in emerging market gateway cities, designed for business executives who require housing outside their home country, usually for a month or longer." Skift Take: This is a serviced apartment brand that only exists outside of the U.S. In terms of footprint, the chain hasn't grown much over the last few years. Looking ahead, Marriott Executive Apartments Suzhou is set to open in June 2025, and the brand is expanding its footprint in Malaysia with a new property in Kuala Lumpur slated for Q3 2025. These developments indicate Marriott's strategic focus on meeting the growing demand for upscale extended-stay accommodations in key international markets. Residence Inn by Marriott Global Footprint: 920 hotels; 113,228 rooms Marriott Take: 'Residence Inn by Marriott is the global leader in the longer-stays lodging segment.' With Residence Inn's 'spacious suites featuring distinct living, working, and sleeping spaces,' guests 'have the freedom to travel the way they live.' Skift Take: Clearly, there is a huge growth opportunity here for Residence Inn, but it can only scale to a new generation of business travelers if extended stay loses some of its reputation for loneliness and airport office parks. In total, Residence Inn has added around 220 properties since 2015. Sonder by Marriott Bonvoy Global Footprint: 163 hotels; 9,195 rooms Note: This is not a Marriott brand acquisition but a licensing agreement that brings Sonder's apartment-style properties into the Marriott Bonvoy ecosystem, while Sonder retains operational control. Marriott Take: 'Founded in 2014, Sonder currently operates apartment-style accommodations and small boutique hotels in urban markets across North America, Europe and the Middle East. Appealing to key demographics, including younger travelers, these assets leverage a digital-first operating model and cater to longer stays.' Skift Take: Sonder's licensing deal with Marriott is a high-stakes pivot. Integrating over 9,000 units into Marriott's system may offer a financial lifeline, but it also underscores Sonder's struggle to stabilize amid mounting losses and lease burdens. TownePlace Suites by Marriott Global Footprint: 525 hotels; 53,208 rooms Marriott Take: 'TownePlace Suites by Marriott is an award-winning, all-suites hotel brand ideal for travelers who want to make the most out of longer stays.' Skift Take: Pegged as a tier just below Fairfield, TownePlace probably doesn't get as much attention as it should. The brand's straightforward approach to no-frills, easy extended-stay vacations should get more marketing attention and brand differentiation. Timeshares The Marriott Vacation Club Global Footprint: 93 properties; 22,750 rooms Marriott Take: The Marriott Vacation Club is 'a portfolio of industry-leading vacation ownership brands [...] where Owners and guests can enjoy year-round access to some of the best vacation destinations with villa-style accommodations". Their point-based programs "provide Owners and their families with the flexibility to enjoy high-quality vacation experiences.' Skift Take: Marriott rebranded its timeshare portfolio in 2023, bringing together Vacation Club, Sheraton Vacation Club, and Westin Vacation Club under one banner. On the changes, Lori Gustafson, chief membership & commercial services officer, said: 'As timeshare ownership continues to grow, especially amongst a younger demographic, we are focused on delivering leisure travel experiences that meet the needs of today's traveler.' Marriott CEO at Skift Global Forum Marriott CEO Anthony Capuano speaking in September 2024 at Skift Global Forum in New York City. What am I looking at? The performance of hotels and short-term rental sector stocks within the ST200. The index includes companies publicly traded across global markets, including international and regional hotel brands, hotel REITs, hotel management companies, alternative accommodations, and timeshares. The Skift Travel 200 (ST200) combines the financial performance of nearly 200 travel companies worth more than a trillion dollars into a single number. See more hotels and short-term rental financial sector performance. Read the full methodology behind the Skift Travel 200. Originally Published on September 21st, 2016 | Last updated on May 27th, 2025 Deanna Ting, Greg Oates, and Joey Tyson contributed to earlier versions of this story.
Travel Weekly
22-05-2025
- Business
- Travel Weekly
Marriott focuses on 'well-executed basics' with Series soft brand
Marriott International unveiled Series by Marriott, a new soft brand with a focus on "well-executed basics." Encompassing midscale and upscale hotels, the Series collection promises clean and comfortable rooms, free WiFi and daily coffee or tea, with select properties also offering complimentary breakfast, fitness centers and meetings and event space. The brand will debut in India via a deal with Indian hotel management company Concept Hospitality Private Limited. Under the agreement, Concept Hospitality's three flagship brands -- The Fern, The Fern Residency and The Fern Habitat -- will affiliate exclusively with Series by Marriott across India. Marriott will make a small equity investment in Concept Hospitality as part of the arrangement. Founded in 1996, Concept Hospitality has 84 hotels. Marriott CEO Anthony Capuano called India "a key growth market," adding that the Concept partnership serves as "a strong foundation as we look to accelerate growth of the Series by Marriott collection in additional markets around the world." Marriott said it's in "active discussions" with hotel owners about introducing the Series by Marriott brand to the U.S., Caribbean, Latin America, Europe, the Middle East and Africa. Marriott's other soft brands include Autograph Collection, Tribute Portfolio, Design Hotels and MGM Collection with Marriott Bonvoy.
