Latest news with #CitizenM
Hospitality Net
3 days ago
- Business
- Hospitality Net
EHL Innovation Rewind: Michael Levie on Middleware, Microdata and the Jam Session Spirit of CitizenM
At the Open Innovation Summit hosted by EHL Innovation Hub, we sat down with Michael Levie, Founding Partner at CitizenM. We asked him a few questions about where he sees the biggest tech shifts coming in hospitality and what makes CitizenM stand out in the way they work. Michael talked about middleware, microdata and why moving to the cloud is not enough. He also explained how the culture at CitizenM is like a jam session and how that energy still lives on today. Which technology or innovation do you think will have the most impact in our industry over the next 5 to 10 years? In the digital age, everyone is trying to get their digital connect with their customer and focus on AI. But what I have found is that our legacy systems are not capable of dealing with the golden profile of guests appropriately. Digital and AI applications will be transformative, but we can only get there if we clean up our tech architecture. Middleware will play a major role. Moving systems to the cloud is not enough. Our industry has insufficient data in general and lousy data on our guests. We are not unlocking the power of micro data and general data, and until we do that, we cannot properly support our digital, commercial, and revenue strategies. Is there anything CitizenM did or does that should become an industry standard, and is there something that should remain unique to your DNA? CitizenM is about inclusion. All our constituencies are part of it and excited about our brand. The key component is human interest and human connection. That is the essence of hospitality. Our product is extremely consistent and recognizable, but the service is what brings comfort and kindness. People feel at home. That is not proprietary to us. Many companies express it in their own way. I do not think anything should become an industry standard. I do not believe in that. Let everyone have their own DNA. I am just proud of what we have accomplished. How would you describe the unique rhythm or flow of CitizenM, and how does that contribute to the guest and team experience? It is like a jam session. A jam session still involves instruments that need to be played well. You need to be trained and experienced. But there is freedom for everyone to contribute. We all want to belong to something, to contribute, and to be recognized for our contribution. That is true for guests, employees, suppliers, partners. Everyone finds their own piece of the music. If you do not play an instrument, sing or tap or whatever. It is very inclusive. Yet there are strict rails. That combination is what makes it work and what makes it beautiful. Now that CitizenM is under the Marriott umbrella, how do you keep the rebel DNA intact? Marriott is a big company with a strong culture and values. When I say Marriott family, I do not just mean those with the Marriott last name. Their teams believe in the values. Each child in the family is different. Maybe we are a different child. But they respect that. Kids grow up. We took CitizenM as far as we could as owner-operators. Now the brand is in safe hands and will take on new dimensions. They respect what we have built. Being a rebel is not about being rebellious. It is about being curious. Be humble. Be agile. Be collaborative. We are very excited for this next stage, and yes, we will stay ourselves. About the EHL Open Innovation Summit 2025 This interview was recorded during the EHL Open Innovation Summit in Lausanne, where Hospitality Net joined as official media partner. The event brought together a global mix of thinkers and doers to explore the future of hospitality, food, and travel through open innovation. What made it special was the mix of ideas, formats, and people. It was not only about tech or talks. It was also about people showing up, working together, and sharing energy in real time. Key Figures 385 participants 48 speakers and contributors from more than 20 countries 7 innovation challenges collectively addressed 45 sessions 25 student volunteers 15 F&B startups letting us taste the future 1.5 days of connection, learning, and co-creation Key Insights from the Summit
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.
Forbes
02-05-2025
- Business
- Forbes
Lifestyle Brand CitizenM Acquired By Marriott International For $355 Million
Marriott International is on a buying spree, and it's changing the way we think about the hotel giant. With more than 9,300 properties and 1.7 million rooms worldwide, Marriott is already the largest hotel company in the world with a portfolio of 30 + brands that range from ultra-luxury to more budget friendly. For Marriott Bonvoy members, this growing portfolio means a lot more than just new places to stay—it means more ways to earn and redeem points, more destinations that fit different budgets and travel styles, and more value overall. CitizenM Marriott's latest move - just announced this week - is its $355 million acquisition of CitizenM, the Dutch hotel brand known for turning tiny rooms (under 200 square feet) into chic, tech-savvy spaces, and lobbies into buzzing social hubs for work and play. A Gen Z traveler's dream, CitizenM's properties feature mood lighting in its rooms (which you control by using your phone) and attractive rooftop bars - all at an affordable price tag of between $100 and $250 per night depending on the the location and time of booking. CitizenM CitizenM was founded in 2008 with a single hotel at Amsterdam's Schiphol Airport and has since grown to 36 hotels and 8,544 rooms across more than 20 global cities. With the new expansion to the U.S., the brand isn't slowing down. Marriott's backing only adds confidence that there is even more demand in this space. 'We built CitizenM for a new generation of travelers who value design, efficiency, and a good vibe over traditional luxury,' said founder Rattan Chadha. 'Now, with Marriott, we can grow faster and smarter—without losing who we are.' Marriott CEO Anthony Capuano also expressed his excitement about the acquisition, saying, 'CitizenM's innovative approach to hospitality fits perfectly with Marriott's strategy to provide guests with diverse, high-quality experiences. We're thrilled to welcome CitizenM into the Marriott family and expand our offerings for travelers who are looking for something fresh and modern.' CitizenM But CitizenM isn't the only brand Marriott is bringing on board. In the past few years, the company has made several other acquisitions to diversify its offerings: With its most recent transaction, Marriott now expects full year 2025 net rooms growth to approach 5 percent. CitizenM
Times
28-04-2025
- Business
- Times
Marriott to buy Citizen M hotels in move to ‘affordable luxury'
The hotel giant behind the Ritz-Carlton and Sheraton brands has struck a deal to buy Citizen M as part of its quest to expand into the 'affordable luxury' market. Marriott International has agreed to pay $355 million for the Citizen M brand and related intellectual property, adding that the acquisition would 'enhance options' for its guests and members of Marriott Bonvoy, the group's rewards programme. The owners of the Dutch-based operator, which appointed Morgan Stanley and Eastdil Secured to explore options for the business last year, include the Dutch pension provider APG, its largest shareholder, as well as Citizen M's founder Rattan Chadha and the Singaporean wealth fund GIC. The sellers could receive earn-out payments of up to $110 million based on future growth of the brand over a specified time frame, Marriott said, but these payments would not start until the fourth year following the completion of the deal. Citizen M, which opened its first hotel at Schiphol Airport, Amsterdam, in 2008, operates 8,544 rooms across 36 hotels in more than twenty cities in Europe, Asia and the United States. It has another three hotels, with a total of 600 rooms under construction and expected to open next year. Driven by the demands of a younger generation wanting 'authentic' travel experiences with a local feel, 'lifestyle' hotels in Europe have been getting swooped on by mature brands including Marriott, Hilton and InterContinental Hotels Group. • Five holidays a year? Millennials like me expect nothing less 'We are thrilled to add Citizen M as a unique, differentiated offering to our select-service brand portfolio as we continue to strengthen Marriott's foothold in this valuable market segment around the world,' Anthony Capuano, president and chief executive of Marriott International, said. Chadha, founder and chairman of Citizen M, added: 'We are very excited about our agreement with Marriott and look forward to this pivotal next step for our future growth. I envisage this relationship will greatly enhance Citizen M's global reach and brand impact.' Marriott, which runs the Grosvenor House Hotel in Park Lane, central London, has more than 9,300 properties under more than 30 brands including Ritz-Carlton, Sheraton and Le Méridien. A decade ago Marriott took over Starwood Hotels & Resort Worldwide, the owner of the Sheraton and Westin brands, for $12.2 billion, creating the world's biggest hotel group. Assuming that the transaction will close this year, the company expects full-year net room growth to approach 5 per cent in 2025. The deal is subject to various customary conditions, including US regulatory approval. Marriott, based in Bethesda, Maryland, reported net rooms growth of 6.8 per cent last year having increased the number of rooms it has by 123,000 units, taking its total to 1.7 million rooms worldwide. It expects revenue per available room growth for international markets, apart from greater China, to be higher than that of the United States and Canada this year.
