Marriott has a diverse portfolio of 18 brands. It describes the brands as “individually distinct and collectively powerful.” Brands under the signature and modern essentials accounted for ~62% of the 675,623 rooms that Marriott operates. Marriott’s brands are concentrated in the top quality tiers—luxury, upscale, and midscale.
Of the total rooms worldwide, 8% falling under the luxury segment. 38% are in the upper-upscale segment. 40% are in the upscale segment. There are 14% in the upper midscale or midscale category. These chain-scale categories are based on a price range. Click here for more information about each chain scale segment’s price range.
The brands fall under the six categories. The categories are based on the nature of services and the target market it caters. This is shown in the chart above.
- Signature – Marriott hotels is the company’s signature brand. It caters to upper-upscale business and leisure travelers. It accounts for ~26% of total rooms.
- Lifestyle brands – This includes hotels with a distinct and unique style, design, and character. It includes Renaissance. Renaissance is a full-service brand for business travelers. It also includes Autograph Collection Hotels—luxury independent hotels and Moxy—the first brand under the economy segment introduced in 2014. Moxy caters to the needs of the growing Millennial generation. Click here for more information on Millennial travelers’ travel preferences. It includes EDITION—in partnership with hotel innovator Ian Schrager and AC Hotels. It’a joint venture with AC Hotels of Spain.
Click here to get an overview of the brands under each category. The brands are offered by Marriott (MAR) and its competitors—Hilton (HLT), Hyatt (H), Starwood (HOT), Wyndham (WYN).
View more information: https://marketrealist.com/2014/10/why-important-understand-marriotts-brands/