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Marriott goes all-in on luxury expansion

From International Luxury Travel Market (ILTM) Cannes this week, Marriott International announced it will double its portfolio of luxury hotels through the recent merger with Starwood Hotels & Resorts.

The Marriott International Luxury Brands group now includes St. Regis, The Luxury Collection and W Hotels brands, in addition to the company’s hospitality hallmarks The Ritz-Carlton, Ritz-Carlton Reserve, Bulgari Hotels & Resorts, EDITION and JW Marriott. Looking ahead, Marriott International is scheduled to open nearly 30 luxury hotels in 2017 and has a total of 180 luxury hotels in its development pipeline, representing 20 new countries.

“Spanning the world from the most iconic hot spots to the ultimate undiscovered gems, the unmatched breadth and depth of our luxury portfolio uniquely positions us to cater to the increased demand of the rapidly-expanding cadre of affluent travellers,” said Tina Edmundson, global brand officer, Marriott International. “With luxury travel up nearly 50% over the past five years, we see a long runway for growth at the high-end and have a world-class, dedicated luxury structure in place to nurture and strengthen this coveted portfolio of eight diverse luxury brands.”

Edmundson continued: “Our guests’ approach to luxury is decidedly less formal, entirely more personal, and defined more by their interests and mind-set than their geography and demographic.” This global luxury tribe selects a hotel experience based on their trip purpose, heading to W South Beach for Art Basel Miami, The Ritz-Carlton, Abu Dhabi for Formula 1, The London EDITION for Fashion Week and The St. Regis New York for the United Nations General Assembly.

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