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Marriott plans to keep all 30 hotel brands

Marriott International is planning to keep all 30 of its hotel brands following the acquisition of Starwood.

The $13 billion deal was finally completed last week after receiving clearance from competition authorities in China.

Arne Sorenson, CEO of Marriott International, said the company was expecting to keep all 30 brands, which include Starwood’s W Hotels, Sheraton, St Regis, Le Meridien, Four Points and Westin.

“The strength of the loyalty programme is driven in significant part by the size of the portfolio and the range of choice that’s offered to loyalty programme members,” said Sorenson during a conference call.

“By having 30 brands with options in many markets around the world, whether resort or urban, whether it’s lifestyle, luxury or economy, we think that that programme is stronger.”

The enlarged Marriott now has 5,700 hotels around the world offering a total of 1.1 million rooms in 110 countries. Starwood had around 1,200 hotels within its portfolio.

Sorenson added that the second major reason for keeping the brands was that the hotels were owned by third-party investors.

“Our contracts don’t give us a right to change the brands that are associated with their hotels,” he said. “They have made deliberate bets with their valuable real estate about which brands they would like to have on their hotels. That’s something that we intend to continue to respect.

“I think we will continue to work with our brand teams that include great leaders from Marriott and Starwood to drive distinctions between those brands.”


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