In the competitive landscape of global hotel groups, the diversification into multiple brands seems chiefly driven by growth metrics rather than travellers’ demands. Take, for example, the hotel located at 1717 Broadway in Manhattan, which houses two distinct Marriott brands: the lower floors are branded as Courtyard by Marriott, while the upper floors feature a Residence Inn by Marriott. This building, which became operational in late 2013, was once hailed as the tallest solely dedicated to hotel use in North America. At the time, Arne Sorenson, who led Marriott as CEO, explained this dual branding strategy by emphasizing the distinct needs of different types of guests. Despite their differing target audiences, both hotels seamlessly operate under the same Marriott app and loyalty programme.
Growing Brand Complexity
This strategic brand multiplication is evident throughout Midtown Manhattan, with several Courtyards, a Fairfield, a SpringHill Suites, and additional Residence Inns. Also, present are three Moxys, alongside other Marriott-owned brands such as the Westin, Sheraton, W, Aloft, Element, and Renaissance.
Major hotel chains are heavily vested in brand expansion, mirroring this pattern worldwide. Accor boasts over 45 brands, Hyatt lists 36, Marriott offers more than 30, Hilton counts 28, Wyndham features 25, IHG manages 21, and Choice includes 22. Collectively, these seven giants comprise approximately 200 brands, a number that even industry insiders might struggle to enumerate.
Reporting based on coverage first published by skift.com.