Since Marriott acquired the Mexican chain City Express in March of this year after paying 100 million dollars, it is its biggest bet deployed in the Caribbean and Latin America since it has large expansion plans beyond geographic segmentation.
The City Express hotel portfolio includes urban, suburban and extended-stay properties in Mexico, Costa Rica, Colombia and Chile. And he sees potential in secondary and tertiary cities in Brazil. In this way, it has completed 31 brands, became the largest hotel company in the Caribbean and Latin America and increased its presence by 45% with more than 480 properties in 37 countries, as revealed REPORTUR.mx(Marriott completed the purchase of City Express and enters the middle segment).
The badge offers more development opportunities to owners with a consistent and profitable model that generates, an operator assures, proven returns, by offering a significant reduction in membership costs while maintaining construction and operational efficiencies.
Alejandro Acevedo, Regional Vice President for the Caribbean and Latin America for Hotel Development at Marriott International, points out to REPORTUR.mx, that “the entry of City Express by Marriott also allows reaching new customers who are looking for accommodation at an affordable price, under a supported brand consistency, as well as benefits by joining the Marriott ecosystem. From the owner’s point of view, it offers revenue improvements, a global sales organization, and more direct bookings at the lowest cost of customer acquisition.”
Acevedo believes that “our entry into this segment guarantees that our company continues to expand the variety of offers, destinations, and services under the power of Marriott Bonvoy for our customers and guests. Marriott’s entry into the limited services segment has opened development and growth opportunities in many new markets, both in primary markets and in secondary/tertiary markets throughout the region.”
The chain also focuses on its all-inclusive segment. All-Inclusive by Marriott Bonvoy is another brand with increasing guest demand. In 2022 alone, the company added three all-inclusive conversion properties: Royalton Splash Riviera Cancun, under the Autograph Collection brand in Mexico; Sanctuary Cap Cana, under The Luxury Collection brand in the Dominican Republic; and The Westin Porto de Galinhas, the first all-inclusive resort in Brazil under the Westin brand.
In addition, it recently announced the signing of three all-inclusive luxury properties in Mexico: Almare, an all-inclusive resort under The Luxury Collection brand in Isla Mujeres; and two more all-inclusive hotels under the JW Marriott and W Hotels brands in Costa Mujeres.
Today, Marriott’s All-Inclusive hotel portfolio consists of a total of 31 properties in the region under 9 markets (Mexico – Riviera Nayarit and Cancun, Jamaica, Barbados, Antigua & Barbuda, St. Lucia, Costa Rica, Dominican Republic, Granada and Brazil), as well as 4 brands (Autograph Collection, Delta, Westin and Luxury Collection).
“We also continue to drive an exciting new business segment with Apartments by Marriott Bonvoy, this model meets growing demand and changing consumer travel preferences for more rooms and longer stays. Apartments by Marriott Bonvoy is a residential brand with a local, independent design aesthetic. Model prototypes feature a separate living room and bedroom, full kitchen, and in-unit laundry, but differ from the hotel product by not typically offering certain traditional hotel services, such as food and beverage and meeting spaces. Acevedo.
“Apartments by Marriott Bonvoy offers developers the flexibility to build new properties or convert existing properties, with a design approach similar to our company’s Autograph Collection Hotels and Tribute Portfolio brands,” he adds.
