Marriott CEO Arne Sorenson shared some interesting information last week during his talk at the IHIF hotel conference in Berlin last week. He noted that Starwood was expanding their brands at a much slower pace than Marriott and that those brands would now align with Marriott’s faster expansion pace. Using Aloft as an example, he said it took Starwood 10 years to get Aloft to 100 hotels globally, while Marriott grew AC Hotels in the US alone to the same number since beginning the brand’s North American expansion in only 2014.
“We think with Aloft we can really ramp it up and grow them at a faster pace than Starwood.”
How about this for growth…one of the 30 brands within the Marriott portfolio will open a new property on average every 15 hours in 2017!
The CEO said despite uncertainty, the company will focus on a big Starwood brand expansion throughout Europe. However, the biggest growth in Europe will come from budget brand Moxy, with plans to grow from today’s 1,000 rooms to 18,000 rooms by 2020.
What about further acquisitions or the creation of new brands? With only a 14-15% market share in the US, Sorenson doesn’t feel that Marriott is done growing!
“We don’t think we’ve grown to the point where we’re complete, we think we have a lot of growth ahead of us.”