Marriott interview
The Autograph
Collection of boutique hotels includes the University Arms in Cambridge
Meanwhile, there is work to be done on the physical brand assets. The merger’s impact has been felt resoundingly in Europe, where before the deal Marriott had 325 hotels and a dozen brands. After, it acquired another 176 properties and 10 more brands. There are “no plans” to consolidate and two years later Marriott boasts 560 properties in 41 countries across Europe. Europe is Pote’s territory and she explains that another factor that attracted Marriott to Starwood was the increased reach that it brought in the region. She names Spain, Italy and Croatia as countries where Marriott immediately gained a bigger footprint, while in Germany, Poland, Sweden and Georgia, the brand doubled in size. “It gives us a bigger presence particularly in luxury – we’re now number one in luxury and upscale full service in Europe. We have a goal to be number one where it counts,” she says. There are still gaps in Europe that need to be filled. “We have a signed pipeline of nearly 200 properties with 33,000 rooms in Europe. We feel we are almost where we need to be in most of the key markets, but we need to bulk out in some areas.”
She names Belfast, Kiev and
Amsterdam as targets and says Marriott is “looking at getting back into Athens”. Marriott is also looking further east: “We’re still seeing opportunities in Russia and Turkey as the domestic market travels more. In Russia, it’s not just Moscow and St Petersburg, but also the second-tier cities. Eastern Europe presents an opportunity for new builds, whereas western Europe is often conversions.”
Mid-market focus
The upper mid-scale sector is also an area of expansion. “We have a focus on the mid-market; over 40% of our pipeline in Europe is in that tier. We call it the affordable lifestyle tier. We still have a lot of growth with Courtyard, Aloft and Element. We launched Moxy in Milan in 2014, now we have 19 properties and another 50 potential properties in 40
wtm.com
Marriott brands
• Bulgari Hotels and Resorts • The Ritz-Carlton • The Ritz-Carlton Reserve • Edition • JW Marriott • Marriott Hotels • Renaissance Hotels • Delta Hotels by Marriott • Marriott Executive Apartments • Marriott Vacation Club • Autograph Collection Hotels • Gaylord Hotels • Courtyard • SpringHill Suites • Fairfield Inn & Suites • Residence Inn • TownePlace Suites • AC Hotels by Marriott • Moxy Hotels • Protea Hotels by Marriott
Starwood brands
• Sheraton • Four Points by Sheraton • Westin • The Luxury Collection • W Hotels • St. Regis • Le Meridien • Aloft • Element • Tribute Portfolio • Design Hotels
destinations between now and 2020.”
The Autograph
Collection of boutique hotels is another growth target. Pote describes this as a ‘soft’ brand whereby owners are allowed to retain their own property’s identity while conforming to Autograph’s standards in return for Marriott’s sales and marketing might. Also earmarked for a bigger profile is Starwood’s Luxury Collection. Pote believes it is a brand well-suited to Europe’s more historic properties and adds that there is a “lot of interest” from hotel owners. However, other parts of the world are different, with the more famous brands holding sway among owners: “In new markets, they ask for Marriott, particularly eastern Europe.” Starwood’s iconic – but, some would
say, tired – Sheraton brand is being revived. “It was the first international hotel chain; it’s a brand we love to have now. We’re working on a transformation – more collaborative spaces, more tech, more of a hosting experience that is exclusive to Sheraton.” Globally, 25% of Sheraton properties
will be renovated and new Sheratons will open in Serbia, Kazakhstan and Georgia. Marriott plans to give it a new lease of life. “We’re excited about expanding Sheraton,” Pote adds.
autumn 2018 wtmspring 2018 wtm insights insights 27
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