Marriott International reveals future of new brand portfolio across Middle East and Africa
- Marriott International's newly combined portfolio has 247 hotels, 54,000 rooms, in 30 countries with 17 operating brands across the Middle East & Africa
- Debut of new lifestyle and luxury brands and entry into new geographies set to bolster growth
- Between Marriott Rewards, Ritz-Carlton Rewards and SPG, members now have more access to more variety in more destinations
The completion of the acquisition of Starwood Hotels & Resorts in 2016 now positions Marriott International as the world's leading hotel company. The company now offers the broadest portfolio of brands in the MEA region, combining Starwood's leading lifestyle brands and international footprint with Marriott International's strong presence in the luxury and select-service tiers, as well as the convention and resort segment. Each brand has been classified into luxury, premium or select categories, with the luxury brands forming a standalone group.
The recently created luxury brands group currently features six brands across the region, including JW Marriott, The Ritz-Carlton, The Ritz-Carlton Reserve, St. Regis, W Hotels, and The Luxury Collection. A remarkable 15 new luxury brand properties with 3,500 rooms are set to open across the region between now and the end of 2018.
Further adding and strengthening to this luxury lifestyle offering, Marriott's scheduled 2017 openings include the 200-room Bulgari Resort and Residences Dubai, 257-room Edition Abu Dhabi, 280-room W Amman Hotel in Jordan, and The St. Regis Cairo, all set to open by the fourth quarter of this year. Globally, The Ritz-Carlton, St. Regis and JW Marriott brands are classified as 'classic luxury', while the other five brands fall under 'distinctive luxury'.
Alex Kyriakidis, President and Managing Director of Marriott International, Middle East & Africa, said: "The guests we see visiting our hotels today are looking for authenticity and personalization within their experiences. The unmatched breadth and depth of Marriott International's brand portfolio uniquely positions us to cater to the increased demand of the rapidly-expanding cadre of affluent travellers."
"With luxury travel continuing to grow across the region, we see a steep growth curve at the high-end and have a world-class, dedicated luxury structure in place to nurture and strengthen this coveted portfolio of eight diverse luxury brands. Our aim is to ensure that our award-winning brands continue to flourish while safe-guarding the uniqueness and prestige of our luxury brands as we carefully grow them across the Middle East and Africa."
Traveling well beyond tried and true locations, to destinations from Cape Town to Abu Dhabi, and all points in between, travellers look to Marriott International for authentic experiences whether it's business or luxury travel. The unmatched variety and regional nature of these hotels means Marriott International can offer truly differentiated offerings – from The Nile Ritz Carlton in Cairo to Marriott Hotel Al Forsan Abu Dhabi which opened in March, 2017.
Marriott has carefully defined each of its brands and their distinct offerings under luxury, premium and select to offer different experiences to guests. Premium brands including Marriott Hotels and Sheraton anchor the portfolio and provide a broad array of choices across the Middle East and Africa for business and leisure travel while evolving lifestyle brands such as Westin, Autograph Collection and Renaissance occupy the distinctive premium brand category.
New, fun, accessible experiences at Courtyard Hotels, Four Points, Protea, AC Hotels, and Aloft Hotels add to the select portfolio, ensuring Marriott International guests have whatever they want, wherever they are in the world.
"When we think about any of our brands, we start with the consumer and look at what they value," added Kyriakidis. "With Marriott Hotels, this consumer is really looking for experiences that keep the mind balanced, sharp and inspired. And for Aloft Hotels, it's really about urban-inspired spaces and vibrant social scenes for the next-generation traveller."
Marriott International continues to strengthen its position across the Middle East and Africa region, with a remarkable 29 new properties set to open in 2017 with a total of 6815 rooms. The openings will see the hotel operator expand its Middle East footprint by 15 properties across the UAE, Egypt, Saudi Arabia and Jordan, including the Bulgari, Renaissance, The Ritz-Carlton, Marriott Hotels, Aloft and Four Points by Sheraton brands.
The company has also announced further growth to its African pipeline with the opening of 14 new properties under the Courtyard by Marriott, JW by Marriott, Protea Hotels by Marriott, The Ritz-Carlton, Four Points by Sheraton, and Element brands.
At present, Marriott International is building bridges among its three loyalty programmes; Marriott Rewards, SPG and The Ritz-Carlton Rewards combined now counts for 100 Million members. On the day the acquisition closed, members were immediately able to link their accounts to have their status matched and transfer an unlimited amount of points among the programs, resulting in all members now having more access to more diversity in more destinations.
Dubai International Conference and Exhibition Centre (DICEC) — Dubai, United Arab Emirates
AHIC Village, Waldorf Astoria — Ras Al Khaimah, United Arab Emirates