Marriott acquires Starwood

Who will take over Starwood Hotels? The soap opera has dominated the hotel industry this year. For a while, rumours had it that IHG was the frontrunner, then Hyatt or the new Chinese giant resulting from the merger of the Jin Jiang and Plateno groups. In the end, none of them did, as Marriott won the bid. And it paid a price for it: 12 billion dollars, mainly paid by an exchange of shares.
By The Editor -
Marriott acquires Starwood (DR)

The merger of Marriott and Starwood has created a veritable giant in the hotel industry, with over 1.1 million rooms - and 5500 hotels - worldwide, compared with just over 710,000 for competitors Hilton Worldwide and IHG. This impressive size should enable the new group to countering the power of online booking sites such as Booking and Expedia, giving them greater influence in negotiating commissions. At the same time, the group will be able to draw on the merger of its loyalty programmes - 54 million members Marriott Rewards and 21 million Starwood Preferred customers - to promote direct distribution. The new entity now offers travellers a portfolio of 30 brandsThese range from the trendy mid-range with Moxy and Aloft to the great classics Marriott and Sheraton, via luxury with Ritz-Carlton and St. Regis and top-of-the-range lifestyle with W and Edition.

Marriott's acquisition of Starwood in figures

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