Marriott Divides Its 30 Brands Into Two Categories: Classic or Distinctive
Photo Credit: The St. Regis in Dubai. Marriott will soon unveil more details about how it plans to position all of its 30 brands following its $13.3-billion acquisition of Starwood Hotels & Resorts. Marriott International / Marriott International
Skift Take
We're getting a bit more insight into exactly how Marriott is positioning all those 30 brands but it remains to be seen how any differences among those 30 will actually play out. All we can say is we certainly don't envy Tina Edmundson's Herculean task to distinguish each and every one of those brands going forward.
When Skift spoke to Marriott Global Brand Officer Tina Edmundson in September, a little over two weeks after Marriott finally closed its $13.3-billion acquisition of Starwood Hotels & Resorts, she gave us a bit of insight into how Marriott would position all those 30 brands.
Over the long Thanksgiving weekend, Marriott began putting that strategy into place. Today, if you go to its site, all 30 of Marriott's brands are now distinguished by whether they are "classic" or "distinctive," as well as by category. This applies to all brands, whether luxury or premium, select or for longer stays.
For example, in the luxury category, The Ritz-Carlton, The St. Regis, and JW Marriott brands are defined as "classic luxury" while The Ritz-Carlton R
