What is the Marriott strategy

Marriott is going on the offensive

Around two years after the acquisition of Starwood by Marriott, the takeover has been completed internally. The world's largest hotel group is now focusing on beautiful topics.

MUNICH. It was the first major press event for Marriott (Ritz Carlton, Westin, Le Meridien, W, Sheraton) in Germany since the takeover of Starwood. Belinda Pote, Chief Sales & Marketing Officer Europe, had traveled from London, around 60 journalists followed the presentation on Tuesday evening in the new Irmi restaurant in the Hotel Le Meridien at Munich Central Station.

The US hotel giant has a lot of pressure in the pipeline. Numerous Sheraton, Autograph, Aloft and Moxy hotels are due to open in Europe this year. The opening of the Hotel W in Ibiza with 162 rooms and a large spa in July is eagerly awaited.

In Germany, after a complete renovation of the 303 rooms and public areas, the Ritz-Carlton in Berlin is also due to launch a new gastronomic concept, the Curtain Club, in March. Two Courtyard Hotels are opened in Hamburg (277 rooms) and Munich (254 rooms). The AC Hotel Humboldthain opens in Berlin in March with 132 rooms.

The Autograph Collection was the fastest growing brand, it was said at the event. High hopes are attached to the new, merged Bonvoy loyalty program. It combines the customer programs Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG) for 120 million customers. Marriott Bonvoy is to offer regular customers around 120,000 experiences in 1,000 destinations for purchase or for the redemption of points. All systems should become more secure after the data theft.

According to earlier information, Marriott plans to launch more than 30 luxury hotels worldwide in 2019, including seven new hotels under the Ritz-Carlton brand, which will then have more than 100 properties. The opening of The Ritz-Carlton, Perth, is set to mark the brand's return to Australia.

Marriott International, headquartered in Bethesda / Maryland, USA, has a portfolio of more than 6,700 hotels in 130 countries and territories with more than one million rooms under the umbrella of 30 brands. It includes properties operated directly and as franchises as well as licensed timeshare facilities. rw