Marriott became the world's leading hotel group after its merger with Starwood. This acquisition led to the creation of a mega loyalty programme, Bonvoy, which builds loyalty around experiences. How does this fit in with the times?
Belinda Pote - Since the merger with StarwoodToday, our portfolio includes 30 of the world's most prestigious hotel brands - for more than 7,000 hotels worldwide - and we have had the opportunity to bring them together under a single loyalty programme: Marriott Bonvoy. Launched in February 2019, it represents much more than a traditional programme and the feedback from our members is very positive. When members book on Marriott.com, they receive all the benefits of Elite status, including free wifi, smartphone check-in and a preferential rate all year round. In addition to overnight stays or upgrades, we offer experiences on the Marriott Bonvoy Moments platform, for example cooking alongside famous chefs, accessing events such as the Oscars, concerts or major sporting events. It's an endless source of inspiration for our 133 million members to explore our portfolio of brands and satisfy their passions.
Marriott is also venturing into the flat rental market with the launch of Homes & Villas. With the aim of competing with Airbnb?
B. P. - Rather than competing with existing players, our aim as a company is to innovate to meet travellers' needs. The house and flat rental market has been a disruptive factor in our industry and has prompted hotel groups to think differently to respond to changing customer behaviour. In a recent survey by Marriott, 27 % of our members have rented a home in the last 12 months. This means that these customers are leaving our portfolio to book a home on other sites. Through Homes & Villas by Marriott International, we offer them the opportunity to rent high-end homes, professionally managed by property management companies, with the guaranteed excellence of a trusted travel agency and 24/7 assistance at each property, all while earning and redeeming points through Marriott Bonvoy.
Among the thirty or so brands you have, you have one that is very well known to business travellers, but which has become a little dormant over the years: Sheraton. How do you intend to give it a new lease of life?
B. P. - Since our merger with Starwood, transforming the Sheraton brand was a top priority for us. We are uniquely positioned to do this because of our similar experiences with brands such as Fairfield, Courtyard and Marriott Hotels. Our transformation plan for Sheraton proposes a modern and differentiating positioning based on its rich history. Echoing its roots as a place where visitors and residents come together, the new Sheraton experience amplifies this heritage by relying on services and architectural design that encourage socialisation, productivity and personalisation. For example, with a guest table where you can sit down to work, have a drink and relax, and which also incorporates features such as sockets, individually controlled lighting and lockable drawers. Private soundproofed spaces in the lobbies have been designed for calls or video-conferences. In addition to the metamorphosis of the public spaces, the Sheraton rooms have also been redesigned with soft colours, walk-in showers and a modular space for working or relaxing. This welcoming and sophisticated environment for the modern business traveller is already available at the Sheraton hotels in Tel Aviv, Sopot and Krakow, and 12 other hotels in Europe have committed to renovations to bring the new brand experience to life.
With Moxy, we are responding to the changing needs of our customers by offering a high-tech, fun hotel experience.
Speaking of lifestyle, Moxy is now one of your most dynamic brands. Is this a response to travellers' desire to experience their holiday in a different, more relaxed and fun way?
B. P. - Marriott launched its first Moxy in Europe in 2014 with the opening of Moxy Milan Malpensa Airport and now has 31 locations across the continent. More than 50 Moxy hotels in 40 destinations will open by 2020, illustrating the phenomenal demand for this affordable lifestyle brand. The aim is not only to offer an accessible range of services, but also to respond to the changing needs of customers and offer a high-tech, fun and dynamic hotel experience. Moxy appeals to young people, and young minds! Moxy calls its target customers "fun hunters": they don't take themselves too seriously, they live in the moment and want to enjoy life to the full. These people have grown up with "Do it Yourself" - they are used to checking in at the airport, they like independence and consider self-service to be the best service. The brand offers a new way of travelling that is not reduced, but more concentrated and intense. It is premium in every way except price, and its affordable price means neither a sacrifice of style nor a loss of comfort.
Which of your wide range of brands are aimed more directly at business travellers?
B. P. - Business travellers are at the heart of our business and we have several brands perfectly positioned to meet their needs in our luxury, premium and select segments. We are very excited about the prospect of developing our long-break brand in Europe. Residence Inn by Marriottwhich has been specially designed for frequent business travellers. Historically, business travel has been associated solely with work and not at all with entertainment, but we have observed that, when they travel, Millenials are looking for interaction and shared living spaces. With this in mind, our long-stay brands are improving their offer with new services. In Europe, we have stepped up our presence in this segment over the last two years, opening two more Residence Inns in London, and inaugurating our first address in the Netherlands, as well as in France, in Toulouse Blagnac. Two other openings have already been announced for the period up to the end of 2021: Residence Inn Strasbourg and Residence in Paris Charles de Gaulle.
Is Europe one of your priorities at a time when hotel development is increasingly turning towards Asia?
B. P. - Absolutely. Today, Marriott International has 590 hotels in 43 European countries. This represents 9 % of Marriott's global room distribution, with 23 brands present out of 30. We also have a strong signed deal plan for Europe, with over 277 hotels due to open in the next five years. We are committed to expand our portfolioThis is particularly true in France, where we currently manage or franchise 42 establishments under 14 of our brands, including 29 in the Ile-de-France region. Recent openings include the Moxy Bastille Le Marais and the Courtyard by Marriott Gare du Lyon in Paris, as well as La Caserne Chanzy, an Autograph Collection hotel in Reims. We are always on the lookout for growth opportunities, and we have 25 projects signed up for openings in France over the next three years.
Key dates
57 years old.
1999 Vice President, Brand Marketing Asia-Pacific, Marriott International.
2005 Senior Vice President, International Marketing, Marriott International.
2009 Director of Sales & Marketing Europe for Marriott International.
