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Marriott International

Marriott International

Throughout 2016, the hotel industry watched breathlessly when Marriott International acquired Starwood Hotels & Resorts. The combined companies became the biggest entity in the hotel space, with 30 brands between them. Since the deal closed almost a year ago, Marriott has been focused on integrating Starwood’s brands into its infrastructure, as well as determining how the mega-company can seize further opportunities within the hotel industry.

When LODGING spoke with Marriott CEO, Arne Sorensen, in March, he mentioned that Marriott is keeping three perspectives in mind as they look at the merger and measure its success—the point of view of the associates, the guests, and the owners. Overall, the process has been going quite smoothly, with everyone concentrating on the mutually beneficial aspects of the merger and company-wide improvements that will impact Marriott’s profits in the years to come. “The world is changing quickly, quicker than we have ever seen it change before, and that is true of our industry as well. I think in many respects, the best thing to do is be ready to seize whatever opportunities are presented,” Sorensen said.

In other exciting news for Marriott, the company is moving its headquarters to a new location in downtown Bethesda, Md. The $600 million campus is expected to open in 2022 and will include a 230-room flagship Marriott hotel.

AT A GLANCE:
» Ownership split (U.S. properties) | 772 corporate-owned or managed and 3,504 franchised
» Rewards program | The Ritz Carlton Rewards, Marriott Rewards, Starwood Preferred Guest
» Length of contract | Varies
» Contact | hotel-development.marriott.com

 

Brand NameWhat It's AboutChain ScaleFranchise FeesU.S. Properties
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 surpriseMidscaleApplication: $75,000 OR $500/room (whichever is greater)
Franchise/Royalty: 5.5% GRS
Marketing: 3.75% GRS (program fee)
4
Fairfield Inn and Suites by Marriott Since 1989Designed for restful sleep and productivity, and the brand is 100 percent committed to delivering outstanding serviceUpper-midscaleApplication: $50,000 OR $400/room (whichever is greater)
Franchise/Royalty: 5.5% GRS
Marketing: 2.5% GRS
821
Towneplace Suites by Marriott Since 1996An extended-stay brand offering a personalized and upbeat experience at a great valueUpper-midscaleApplication: $50,000 OR $400/suite (whichever is greater)
Franchise/Royalty: 5% GRS, OR, if the effective date is on or after January 1, 2018, 5.5% GRS
Marketing: 2% GRS
301
Aloft Since 2008Urban-inspired hotels with loft-like guestrooms, authentic iconic design, tech-forward experiences and a vibrant social sceneUpscaleApplication: $60,000 + $450/room > 150 rooms
Franchise/Royalty: 5.5% GRS
Program: 4% GRS (covers mandatory programs, systems, and services, including marketing)
86
Courtyard by Marriott Since 1990This brand is an expert in providing products and services that meet the needs of the modern-day business travelerUpscaleApplication: $75,000 OR $500/room (whichever is greater)
Franchise/Royalty: 6% GRS
Marketing: 2% GRS
944
Element Since 2008Extended-stay hotels with smart, eco-friendly, and sustainable designUpscaleApplication: $60,000 + $450/room > 150 rooms
Franchise/Royalty: 5.5% GRS
Program: 4% GRS (covers mandatory programs, systems, and services, including marketing)
19
Four Points by Sheraton Since 1995Where timeless classics are woven with modern details to create compelling experiencesUpscaleApplication: $60,000 + $450/room > 150 rooms
Franchise/Royalty: 5.5% GRS
Program: 4% GRS (covers mandatory programs, systems, and services, including marketing)
102
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 guestsUpscaleApplication: $75,000 OR $500/suite (whichever is greater)
Franchise/Royalty: 6% GRS
Marketing: 2.5% GRS
710
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 guestsUpscaleApplication: $50,000 OR $400/suite (whichever is greater)
Franchise/Royalty: 5.5% GRS
Marketing: 2.5% GRS
361
AC Hotels by Marriott Since 2011Upscale urban-inspired hotels with sleek, modern design, and elegant European touches—all at a smart valueUpscaleApplication: $75,000 OR $500/room (whichever is greater)
Franchise/Royalty: 5.5% GRS
Marketing: 2.5% GRS
17
Delta Hotels Since 2015Providing seamless flow for guests by meticulously delivering the key essentials and eliminating everything elseUpper-UpscaleApplication: $75,000 + $300/room > 250 rooms
Franchise/Royalty: 5% GRS
Program: 3.5% GRS (covers mandatory programs, systems, and services, including marketing)
5
Le Meridian Since 2006Each property offers a sophisticated and eye-opening experience with a modern design that unlocks the destinationUpper-upscaleApplication: $85,000 + $300 / room > 200 rooms
Franchise/Royalty: 5% GRS
Marketing: 1% GRS
17
Marriott Hotels Since 1968Marriott Hotels is a premium, full-service brand offering sophisticated spaces and experiences at over 500 global locationsUpper-upscaleApplication: $85,000 + $300/room > 275 rooms
Franchise/Royalty: 6% GRS
Marketing: 1% GRS
325
Renaissance Since 1997Eclectic properties tied together by brand design strategy, guest experience, and signature services, as well as central marketing strategiesUpper-upscaleApplication: $75,000 + $300 / room > 250 rooms
Franchise/Royalty: 5% GRS
Marketing: 1.5% GRS/1.5% ClubSport Revenues
82
Sheraton Since 1931Committed to going beyond through meaningful acts of service, purposeful design, and relevant programmingUpper-upscaleApplication: $85,000 + $300 / room > 200 rooms
Franchise/Royalty: 6% GRS
Marketing: 1% GRS
178
Westin Since 1941Defined by modern design, instinctive service, innovative wellness programming, and a rejuvenating atmosphereUpper-upscaleApplication: $85,000 + $300 / room > 200 rooms
Franchise/Royalty: 7% GRS
Marketing: 1.325% GRS
109
JW Marriott Since 2000An authentic, inspiring environment with warm, intuitive serviceLuxuryApplication: $85,000 + $300/room > 275 rooms
Franchise/Royalty: 6% GRS
Marketing: 1% GRS
24

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