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Will Your Favorite Marriott Brand Survive the Next 24 Months?

[Million Mile Secrets] Will Your Favorite Marriott Brand Survive the Next 24 Months?: It’s been a little more than 2 years since Marriott completed their acquisition of Starwood, which created the largest hotel chain in the world.  In total, 30 hotel brands now fall under Marriott with more than 5,700 hotels in 110 countries.
Besides loyalty program changes, we haven’t heard the hotel chain announce many other major initiatives.  This leaves us wondering what’s next for the 30-brand hotel chain?  Will Marriott look to consolidate or eliminate any of the below brands from the chain?

AC Hotels by Marriott
Aloft
Autograph Collection Hotels
Bulgari
Courtyard by Marriott
Delta
Design
EDITION
Element
Fairfield Inn & Suites by Marriott
Gaylord Hotels
JW Marriott
Le Meridien
Marriott Executive Apartments
Marriott Hotels
Marriott Vacation Club
Moxy Hotels
Protea Hotels
Renaissance Hotels
Residence Inn by Marriott
Ritz-Carlton
Ritz-Carlton Reserve
Sheraton
Springhill Suites by Marriott
St. Regis
The Luxury Collection
TownePlace Suites by Marriott
Tribute
Westin
W

These 3 Marriott Brand Changes Wouldn’t Surprise Me
When Marriott first announced plans to acquire Starwood, many hotel experts commented that there was significant overlap across both chain’s brands.  And now, from a quality perspective, it seems like a tough task for Marriott to manage all of these brands moving forward while also delivering a consistent experience for guests.
At this point, it’s pure speculation as to what Marriott will do in the future.  But here are a few brand changes we think could realistically occur, which would simplify their operations.
1.   Combine Autograph Collection, Luxury Collection, and Tribute
Autograph Collection Hotels include independent hotels that Marriott has chosen for their uniqueness, like original architecture or fun location.  For example, the Union Station Hotel Nashville falls into this brand.  The building originally served the city of Nashville as a major local train station.
I think Marriott could simplify things by making Tribute and Luxury Collection hotels part of Autograph Collection.
I recently stayed at the US Grant in San Diego, which is part of the Luxury Collection, and I think this hotel would meet all of the qualifications to be an Autograph Collection hotel.  For example, it’s a historic landmark and was built by the son of Ulysses S. Grant, the 18th President of the US.
Plus, Tribute is a very small brand (currently ~20 hotels).  So it seems like a lot of effort to manage a completely separate brand that just includes 20 hotels.
2.   Convert St. Regis to Ritz-Carlton
St. Regis and Ritz-Carlton are both 5-star brands with hotels in spectacular destinations around the world.  I’ve enjoyed excellent stays at the St. Regis Punta Mita and St. Regis Bali.
Marriott could consider converting St. Regis hotels to Ritz-Carlton hotels in order to make it the exclusive 5-star Marriott brand.  That said, there would definitely be a few challenges with making this change.  For example, in New York City, The Ritz-Carlton Central Park and The St. Regis New York are within a couple of blocks of each other.  So Marriott probably wouldn’t want to operate 2 separate Ritz-Carlton hotels so close to each other.
3.   Eliminate Aloft and W
This might be controversial, but I think the Aloft and W brands have outlived their time.  I’ve stayed at a handful of these hotels and usually find they’re trying too hard to be “trendy.”  The rooms and hallways are dark and the room designs are usually odd.
With a little work, Marriott could likely convert these hotels to one of their other brands.
There are plenty of other changes Marriott’s likely thinking about too.  For example, what to do with Renaissance and Sheraton hotels?
Do you have any thoughts on which Marriott brands will be around for years to come?  I’d love to hear in the comments below!
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