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Marriott International

Marriott International

Marriott International remains a giant in the hospitality space. Lodging Econometrics forecasts that the company’s brands will account for nearly a third of all U.S. hotel openings in 2018. Outside of its continued expansion, Marriott has been looking inwardly at repositioning legacy brands. Sheraton, Marriott’s third largest brand, announced plans to revamp its design philosophy, guest experience, and hotel operations. Fairfield by Marriott, the company’s second largest brand, celebrated 30 years in October by unveiling a new design. Renaissance also revealed plans to redesign properties to immerse guests in local cultures.

AT A GLANCE:
» Ownership split (U.S. properties) | 800 corporate-owned or managed and 3,972 franchised
» Rewards program The Ritz Carlton Rewards, Marriott Rewards, Starwood Preferred Guest
» Length of contract | Varies
» Contact marriottdevelopment.com

 

Brand NameWhat It's AboutChain ScaleFranchise FeesTarget CustomerU.S. Properties/StatesNorth American Pipeline
Moxy Hotels Since 2014Vibrant and stylish hotel designed for "always-on" guests who are turned on by new experiences—and price is just a pleasant surprise.MidscaleApplication: $75,000 OR $500/room (whichever is greater)
Franchise/Royalty: 5.5% GRS
Marketing: 3.75% GRS (program fee)
Fun Hunter—living for the now, being "in the know" and excited by the new; these guests are curious and eager, and seek out experiences worth talking about that create sharable stories6/626
Fairfield Inn and Suites by Marriott Since 1989Designed for restful sleep and productivity, this brand is 100% committed to delivering outstanding service.Upper-midscaleApplication: $50,000 OR $400/room (whichever is greater)
Franchise/Royalty: 5% GRS
Marketing: 2.5% GRS
Momentum Seekers—upbeat and practical business travelers who strive to maintain their momentum and balance while on the road910/49318
Towneplace Suites by Marriott Since 1996An extended-stay brand offering a personalized and upbeat experience at a great value.Upper-midscaleApplication: $50,000 OR $400/suite (whichever is greater)
Franchise/Royalty: 5.5% GRS
Marketing: 2% GRS
Upbeat Realist—guests who make the best of long trips by seeking a reliable hotel that helps them stay productive and upbeat with personal touches that give them a sense of calm and comfort345/48220
Aloft Since 2008Urban-inspired hotels with loft-like guestrooms, authentic iconic design, tech-forward experiences, and a vibrant social scene.UpscaleApplication: $60,000 + $450/room >
150 rooms
Franchise/Royalty: 5.5% GRS
Program: 4% GRS (covers mandatory programs, systems, and services, including marketing)
Self-Expressers—confidently social guests who are the first to try something new and share buzz-worthy ideas99/2990
Courtyard by Marriott Since 1990This brand is an expert in providing products and services that meet the needs of the modern-day business traveler.UpscaleApplication: $75,000 OR $500/room (whichever is greater)
Franchise/Royalty: 6% GRS
Marketing: 2% GRS
The Trailblazer—an ambitious and enterprising guest who sees business travel as a driver of personal fulfillment and professional growth1,002/50148
Element Since 2008Extended-stay hotels with smart, eco-friendly, and sustainable design.UpscaleApplication: $60,000 + $450/room > 1
50 rooms
Franchise/Royalty: 5.5% GRS
Program: 4% GRS (covers mandatory programs, systems, and services, including marketing)
Healthy Actives—guests that balance style and design with comfort and performance29/1864
Four Points by Sheraton Since 1995Where timeless classics are woven with modern details to create compelling experience.UpscaleApplication: $60,000 + $450/room > 150 rooms
Franchise/Royalty: 5.5% GRS
Program: 4% GRS (covers mandatory programs, systems, and services, including marketing)
Independent Traveler—career-driven and hardworking, yet seeks a work-life balance144/3241
Residence Inn by Marriott Since 1984A "modern residential" hotel - highly flexible, comfortable, and intuitive backdrop for living a full life on the road. Spacious suites with full kitchens and personalized service driven by knowledge of extended-stay guests.UpscaleApplication: $75,000 OR $500/suite (whichever is greater)
Franchise/Royalty: 6% GRS
Marketing: 2.5% GRS
The Maximizer—extended-stay travelers looking to maximize their time with amenities that can accommodate their personal, social, and professional needs756/50204
Springhill Suites Since 1996The largest all-suites brand in the midscale tier, offering a refreshing hotel experience with stylish decor, little extras, and award-winning service focused on surprising and delighting guests.UpscaleApplication: $50,000 OR $400/suite (whichever is greater)
Franchise/Royalty: 5.5% GRS
Marketing: 2.5% GRS
More Seekers—highly focused business travelers who enjoy small indulgences in their time off393/45179
AC Hotels by Marriott Since 2011Upscale urban-inspired hotels with sleek, modern design, and elegant European touches—all at a smart value.UpscaleApplication: $75,000 OR $500/room (whichever is greater)
Franchise/Royalty: 5.5% GRS
Marketing: 2.5% GRS
The Curator—a creative, entrepreneurial, and modern global traveler who prefers to have fewer things, but expects them to be better than good37/2170
Delta Hotels Since 2015Providing seamless flow for guests by meticulously delivering the key essentials and eliminating everything else.Upper-UpscaleApplication: $75,000 + $300/room > 250 rooms
Franchise/Royalty: 5% GRS
Program: 3.5% GRS (covers mandatory programs, systems, and services, including marketing)
The Streamliner—a guest who understands that less is more, travel is all about productivity and efficiency, and prefers quality over quantity51/1227
Le Meridian Since 2006Each property offers a sophisticated and eye-opening experience with a modern design that unlocks the destination.Upper-upscaleApplication: $85,000 + $300 / room > 200 rooms
Franchise/Royalty: 5% GRS
Marketing: 1% GRS
Curious and Creative-Minded Traveler—open-minded with a global world view, always eager to learn something new and to see things in a different light20/145
Marriott Hotels Since 1968A premium, full-service brand offering sophisticated spaces and experiences at over 500 global locations.Upper-upscaleApplication: $85,000 + $300/room > 275 rooms
Franchise/Royalty: 6% GRS
Marketing: 1% GRS
The Inventive Class—future-forward, next-gen travelers that are clever, resourceful, and continually focused on what’s next345/4418
Renaissance Since 1997Eclectic properties tied together by brand design strategy, guest experience, and signature services, as well as central marketing strategies.
Upper-upscaleApplication: $75,000 + $300 / room > 250 rooms
Franchise/Royalty: 5% GRS
Marketing: 1.5% GRS/1.5% ClubSport Revenues
The Discoverer—defined by their boundless curiosity, this guest sees business travel as an opportunity to “take it all in,” no matter how much or how little time he or she has86/299
Sheraton Since 1931Committed to go beyond through meaningful acts of service, purposeful design, and relevant programming.Upper-upscaleApplication: $85,000 + $300 / room > 200 rooms
Franchise/Royalty: 6% GRS
Marketing: 1% GRS
Today’s Travelers—collaborative, optimistic, hyper-connected, and engaged with their community. They put their all into every experience193/394
Westin Since 1941Defined by modern design, instinctive service, innovative wellness programming, and a rejuvenating atmosphere.Upper-upscaleApplication: $85,000 + $300 / room > 200 rooms
Franchise/Royalty: 7% GRS
Marketing: 1.325% GRS
The Achiever—discerning, ambitious, and nurturing with savvy personalities, these guests strive for personal and professional achievement128/3115
JW Marriott Since 2000An authentic, inspiring environment with warm, intuitive service.LuxuryApplication: $85,000 + $300/room > 275 rooms
Franchise/Royalty: 6% GRS
Marketing: 1% GRS
Enrichment Seekers—those who use travel as an opportunity to enjoy and engage with the world around them26/146

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