Marriott International has reorganized its 30 brands into two categories that it says help consumers sort through the plethora of choices according to price and experience.
In an interview with Bloomberg News, the two categories, Classic and Distinctive, were outlined by Marriott Global Brand Officer Tina Edmundson, who previously was Starwood’s senior vice president of brand operations, luxury and lifestyle before the company was acquired by Marriott International in a US$12 billion merger this year.
The two categories differentiate travel personas – the “classic” luxury seeker who might book at a Ritz-Carlton or St. Regis, versus the “distinctive” luxury traveler looking for a more boutique experience such as Le Meridien or Westin. The company describes the Classic brands as those offering “time-honored hospitality for the modern traveler”; the Distinctive brands are for “those who lean toward memorable experiences with a unique perspective.”
The company at this point doesn’t plan on ditching any of its brands or move individual properties from one category – say, an Autograph Collection hotel that is categorized as Distinctive Select but is more like a Distinctive Premium hotel – to another.
Here’s how Marriott categorized its hotel brands:
Classic Luxury
Ritz-Carlton
St. Regis
JW Marriott
Distinctive Luxury
Ritz-Carlton Reserve
Luxury Collection
Bvlgari
W Hotels
Edition
Classic Premium
Marriott Hotels
Sheraton
Marriott Vacation Club
Delta Hotels
Distinctive Premium
Le Meridien
Westin
Autograph Collection
Design Hotels
Renaissance Hotels
Tribute Portfolio
Gaylord Hotels
Classic Select
Courtyard
Four Points
Springhill Suites
Protea Hotels
Fairfield Inn & Suites
Distinctive Select
AC Hotels
Aloft Hotels
Moxy Hotels
Classic Longer Stays
Marriott Executive Apartments
Residence Inn
Distinctive Longer Stays
Element