Marriott owners all in on lifestyle and luxury brands

Marriott International has announced plans to significantly increase its portfolio of luxury and lifestyle brands by adding 200 hotels over the next three years, reports Hotel Owner.

The investment would reflect more than $15 billion by the company’s owners and franchisees and account for nearly 25 percent of the company’s system-wide pipeline

A big part of this development is the new Moxy brand, tailored to the needs of the younger traveller, with Marriott having plans to open 150 Moxy hotels within the next 10 years. The brand will debut in Europe this September at Milan’s Malpensa Airport, with plans to have hotels in London, Munich, Berlin, Frankfurt, Oslo and Aberdeen.

Arne Sorenson, president and CEO of Marriott International, said: “Next generation travellers are poised to comprise more than 60 percent of our business over the next four years, and already represent a broad spectrum of diverse cultures and lifestyles that view travel as an important way to enrich their lives.

Following the debut of the London Edition hotel last September, next up are Edition-branded hotels in Miami Beach and New York.