Following the completion of the acquisition of Starwood Hotels & Resorts in 2016, Marriott International projects growth across 38 countries and 150,000 rooms in the Middle East & Africa, operational and pipeline, by 2022.
The new additions will bolster Marriott International’s existing collection of 247 hotels and 54,000 rooms in 30 countries across the region.
Alex Kyriakidis, president and managing director of Marriott International, Middle East & Africa, said: “The guests we see visiting our hotels today are looking for authenticity and personalization within their experiences. The unmatched breadth and depth of Marriott International’s brand portfolio uniquely positions us to cater to the increased demand of the rapidly-expanding cadre of affluent travellers.”
“With luxury travel continuing to grow across the region, we see a steep growth curve at the high-end and have a world-class, dedicated luxury structure in place to nurture and strengthen this coveted portfolio of eight diverse luxury brands. Our aim is to ensure that our brands continue to flourish while safe-guarding the uniqueness and prestige of our luxury brands as we carefully grow them across the Middle East and Africa.”
The company now offers a broad portfolio of brands combining Starwood’s lifestyle brands and international footprint with Marriott International’s strong presence in the luxury and select-service tiers, as well as the convention and resort segment.
Each brand has been classified into luxury, premium or select categories, with the luxury brands forming a standalone group.
The recently created luxury brands group currently features six brands across the region, including JW Marriott, The Ritz-Carlton, The Ritz-Carlton Reserve, St. Regis, W Hotels, and The Luxury Collection.
Fifteen new luxury brand properties with 3,500 rooms are set to open across the region between now and the end of 2018.
Further strengthening the luxury lifestyle offering, Marriott’s scheduled 2017 openings include the 200-room Bulgari Resort and Residences Dubai, 257-room Edition Abu Dhabi, 280-room W Amman Hotel in Jordan, and The St. Regis Cairo, all set to open by the fourth quarter of this year.
Globally, The Ritz-Carlton, St. Regis and JW Marriott brands are classified as ‘classic luxury’, while the other five brands fall under ‘distinctive luxury’.
“When we think about any of our brands, we start with the consumer and look at what they value,” added Kyriakidis. “With Marriott Hotels, this consumer is really looking for experiences that keep the mind balanced, sharp and inspired. And for Aloft Hotels, it’s really about urban-inspired spaces and vibrant social scenes for the next-generation traveller.”
Marriott International continues to strengthen its position across the Middle East and Africa region, with 29 new properties set to open in 2017 with a total of 6815 rooms.
The openings will see the hotel operator expand its Middle East footprint by 15 properties across the UAE, Egypt, Saudi Arabia and Jordan, including the Bulgari, Renaissance, The Ritz-Carlton, Marriott Hotels, Aloft and Four Points by Sheraton brands.
The company has also announced further growth to its African pipeline with the opening of 14 new properties under the Courtyard by Marriott, JW by Marriott, Protea Hotels by Marriott, The Ritz-Carlton, Four Points by Sheraton, and Element brands.
At present, Marriott International is building bridges among its three loyalty programmes; Marriott Rewards, SPG and The Ritz-Carlton Rewards combined now counts for 100 Million members.