Marriott International (NASDAQ:MAR) is far more than just the Marriott brand. There are 19 brands in total under the Marriott umbrella, and they are expanding all over the world, from Colombia to China, Nigeria, and more. Marriott owns around 4,200 properties in 80 countries, and those numbers continue to rise each year. Here's how Marriott is building its portfolio larger and more global than ever.
The Marriott brand umbrella
On its website, Marriott says, "From luxurious full-service hotels and resorts to all-suites hotels to affordable lodging along the way, there is a Marriott for everyone." The 19 separate Marriott brands fall into six categories based on their level of luxury and type of stay. Here's a breakdown of the brands: (All logos from Marriott.com.)
- Marriott Hotels & Resorts is the signature brand that includes business centers and concierge service at a mid-level price range.
- Marriott Conference Centers holds the Marriott business focus but delivers services geared specifically toward conferences and the like.
- Delta Hotels and Resorts is an "upscale full-service brand," which is said to have a lean operating model and fresh design.
- JW Marriott Hotels & Resorts offers "a new dimension of luxury," with fine dining and pristine architecture.
- The Ritz-Carlton is one of Marriott's most luxury brands, with full-service amenities in some of the most upscale locations around the world.
- Bulgari Hotels and Resorts offers a "discriminating collection of luxury hotels in gateway cities," featuring contemporary design.
Select Service category
- Courtyard is also designed for business travelers but is more budget-focused than the Marriott brand.
- Fairfield Inn is the most economical of the Marriott brand group.
- SpringHill Suites are studio suites that are up to 25% larger than similarly priced hotel options, with separate sleeping and living areas.
- Protea Hotels is a hotel chain in Africa, acquired by Marriott in 2014. Marriott since has been growing its presence aggressively in Africa.
Extended Stay category
- Residence Inn is for "extended stays away from home," with spacious suites including full kitchens.
- TownePlace Suites is designed for travelers staying weeks at a time, with the flexibility to bring your own furniture.
- Marriott ExecuStay is similar to TownePlace Suites but more personalized, in that the customer calls and arranges for a fully furnished apartment at one of the thousands of apartments Marriott owns nationwide.
- Marriott Executive Apartments is similar to the preceding, but for business executives staying overseas for 30 days or more.
Lifestyle Brands category
- Renaissance Hotels & Resorts features distinctive dining and decor that seeks to "inspire your imagination."
- Edition Hotels are stylish boutique accommodations in attractive locations.
- Autograph Collection hotels offer "high personality" with an independent feel.
- AC Hotels are for a higher mid-level lifestyle, targeting younger consumers looking for a cosmopolitan hotel.
- Moxy Hotels focus on the three-star tier, with amenities geared toward millennial-minded travelers.
Destination Entertainment category
- Marriott Vacation Club offers resort ownership at select destinations worldwide, with the option to exchange your preferred location with others around the world.
With these 19 brands, Marriott is expanding around the globe both in mature markets such as North America and Europe and emerging markets such as Latin America and Africa. Here are a few staggering facts about Marriott's expansion:
- Nearing 700,000 rooms worldwide.
- Opened 27,000 new rooms in Europe since 2010.
- Launched five new brands in the past five years.
- More than doubled its presence in the Middle East and Africa last year, becoming the largest hotelier in Africa by room count in April 2014.
- 50% of operations outside North America.
Marriott is clearly in growth mode, and its expansion around the world shows that. With five new brands coming on board just in the past five years, massive acquisitions in places such as Africa, and a focus on offering options to every level of the market, expect the many Marriott brands to continue growing.