Skift Forum Europe Preview: Marriott Exec on the Luxury Evolution

When Marriott announced it was purchasing Starwood and all of its brands, no doubt the first thing Tina Edmundson must have thought was: What are we going to do with 30 different hotel brands? As Marriott's global brand officer and luxury portfolio leader, and a former Starwood executive herself, Edmundson was uniquely positioned to answer that question, and to help define the company's brand strategy at a time when brand saturation seems to be at an all-time peak. She's also had to contend with a changing luxury and lifestyle consumer. The Starwood acquisition in 2016 made Marriott one of the world's largest luxury hospitality providers and, as Skift has explored before, it's a great opportunity for Marriott to be the biggest, but there's also plenty of risk in a sector where smaller and more bespoke brands can thrive. For Edmundson, all of this is a prime opportunity to prove the value of brands, and the value that travel and hospitality brands can bring. "Just looking at