Stronger
It’s two years since Marriott completed the $12.2 billion purchase of rival Starwood. Marriott’s chief sales and marketing officer, Europe, Belinda Pote, updates Gary Noakes on progress
together A
$12.2 billion price tag is a hefty one, but understandable when you consider what Marriott bought back in 2016 when it purchased Starwood. The combined company now boasts 30 brands, with more than 5,700 properties offering 1.1 million rooms in more than 110 countries. As mega deals go, it’s an impressive one. As with deals of this kind there was,
however, a bigger agenda. After the acquisition was agreed, Marriott chief executive Arne Sorenson explained the rationale behind it. Increasing the portfolio of properties was one thing but, he said, discussions with technology giants like Expedia, Google and Facebook had been the deciding factor in bringing two giant names together. It is easy to see why, given the leverage that the brands’ three loyalty schemes – Marriott Rewards, Starwood Preferred Guest and Ritz-Carlton Rewards – offer in terms of direct marketing. Next year, all three will come under one name and provide Marriott with access to an astonishing 110 million members. Pote spells out just how immense a benefit all this data is to the combined company. “If our loyalty programme was a country, it would be the 12th largest by population.” It is, she says, “not just about booking and redeeming stays”. A glance at the Marriott Moments website proves this, with experiences on offer there ranging from cooking classes, car hire and wellness to day trips, concerts and festival tickets, available for points exchange and cash purchase.
World vision There are 100,000 options on the site
and, with the new combined customer base, that will only increase. Currently, Marriott does not match hotel stays with flights, but asked if this was an ambition, Pote replies: “I would like to think so.” She adds: “We have always had a vision to be the world’s favourite travel company with a one-stop shop. Bringing the loyalty schemes together is the glue that holds our brands together.” This is still work in progress, with more details likely in 2019 when the combined loyalty scheme brand name is revealed.
26 wtm insights autumn 2018
wtm.com
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