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 Name | What It's About | Chain Scale | Franchise Fees | Target Customer | U.S. Properties/States | North American Pipeline |
|---|---|---|---|---|---|---|
| Moxy Hotels Since 2014 | Vibrant and stylish hotel designed for "always-on" guests who are turned on by new experiences—and price is just a pleasant surprise. | Midscale | Application: $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 stories | 6/6 | 26 |
| Fairfield Inn and Suites by Marriott Since 1989 | Designed for restful sleep and productivity, this brand is 100% committed to delivering outstanding service. | Upper-midscale | Application: $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 road | 910/49 | 318 |
| Towneplace Suites by Marriott Since 1996 | An extended-stay brand offering a personalized and upbeat experience at a great value. | Upper-midscale | Application: $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 comfort | 345/48 | 220 |
| Aloft Since 2008 | Urban-inspired hotels with loft-like guestrooms, authentic iconic design, tech-forward experiences, and a vibrant social scene. | Upscale | Application: $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 ideas | 99/29 | 90 |
| Courtyard by Marriott Since 1990 | This brand is an expert in providing products and services that meet the needs of the modern-day business traveler. | Upscale | Application: $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 growth | 1,002/50 | 148 |
| Element Since 2008 | Extended-stay hotels with smart, eco-friendly, and sustainable design. | Upscale | Application: $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 performance | 29/18 | 64 |
| Four Points by Sheraton Since 1995 | Where timeless classics are woven with modern details to create compelling experience. | Upscale | Application: $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 balance | 144/32 | 41 |
| Residence Inn by Marriott Since 1984 | A "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. | Upscale | Application: $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 needs | 756/50 | 204 |
| Springhill Suites Since 1996 | The 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. | Upscale | Application: $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 off | 393/45 | 179 |
| AC Hotels by Marriott Since 2011 | Upscale urban-inspired hotels with sleek, modern design, and elegant European touches—all at a smart value. | Upscale | Application: $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 good | 37/21 | 70 |
| Delta Hotels Since 2015 | Providing seamless flow for guests by meticulously delivering the key essentials and eliminating everything else. | Upper-Upscale | Application: $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 quantity | 51/12 | 27 |
| Le Meridian Since 2006 | Each property offers a sophisticated and eye-opening experience with a modern design that unlocks the destination. | Upper-upscale | Application: $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 light | 20/14 | 5 |
| Marriott Hotels Since 1968 | A premium, full-service brand offering sophisticated spaces and experiences at over 500 global locations. | Upper-upscale | Application: $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 next | 345/44 | 18 |
| Renaissance Since 1997 | Eclectic properties tied together by brand design strategy, guest experience, and signature services, as well as central marketing strategies. | Upper-upscale | Application: $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 has | 86/29 | 9 |
| Sheraton Since 1931 | Committed to go beyond through meaningful acts of service, purposeful design, and relevant programming. | Upper-upscale | Application: $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 experience | 193/39 | 4 |
| Westin Since 1941 | Defined by modern design, instinctive service, innovative wellness programming, and a rejuvenating atmosphere. | Upper-upscale | Application: $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 achievement | 128/31 | 15 |
| JW Marriott Since 2000 | An authentic, inspiring environment with warm, intuitive service. | Luxury | Application: $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 them | 26/14 | 6 |
