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Marriott Sets Categories For Its Brands
Marriott International decided to reorganize its portfolio and set categories for the 30 brands of the company in order to make it easier for customers to make a choice.
There will be two main categories of the brands, Classic and Distinctive. These names reflect types of luxury travellers. The “classic” luxury traveller seeks “time-honoured” experience and is likely to book a room at a hotel like Ritz-Carlton or St. Regis. The “distinctive” traveller is more into seeking “memorable, unique experience” and so a boutique hotel brand like Le Meridien or Westin would fit him the best.
The brands included in the list of Classic Luxury are: Ritz-Carlton, JW Marriott and St. Regis. The category Distinctive Luxury includes Bvlgary, Ritz-Carlton Reserve, Edition and W Hotels. The next category, Classic Premium has the following brands according to Marriott: Marriott Vacation Club, Sheraton, Marriott Hotels and Delta Hotels. Distinctive Premium is the largest category with the following hotel brands in it – Renaissance Hotels, Le Meridien, Gaylord Hotels, Westin, Tribute Portfolio, Autograph Collection and Design Hotels. The next category, Classic Select, includes these brands: Four Points, Courtyard, Fairfield Inn & Suites, Protea Hotels and Springhill Suites. The Distinctive Select category includes AC Hotels, Moxy Hotels and Aloft Hotels. Finally, the Classic Longer Stays category is represented by Marriott Executive Apartments and Residence Inn, and the Distinctive Longer Stays category includes one hotel brand – Element.
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