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Marriott International strengthened its foothold in the Canadian market, marking a remarkable 36 percent year-over-year surge in hotel-level leisure revenue in 2023. Currently operating 274 hotels with an additional 90 in the pipeline, the company attributes its success in Canada to various factors. These include a dedicated emphasis on lifestyle, upper midscale, and extended stay brands, alongside tailored loyalty programs and strategic partnerships.
The Focus on Lifestyle
To cater to the escalating demand for leisure travel, Marriott persists in prioritizing the lifestyle segment, particularly through conversion-friendly collection brands like Autograph Collection and Tribute Portfolio. These “soft brands” offer developers and hotel owners a platform for creativity and customization, appealing to leisure guests seeking unique experiences in breathtaking locales. A standout instance is the HONEYROSE Hotel in Montreal, a Tribute Portfolio Hotel distinguished by its art-deco-inspired design and fusion of vintage charm with modern amenities, perfectly situated in downtown Montreal.
“In addition to development teams in Eastern and Western Canada, Marriott International has dedicated sales and marketing teams across Canada,” says Paul Cahill, Senior Vice President, Canada Operations, Marriott International. “Our Canadian-based team engages with owners, developers, customers and guests to truly understand what’s important to these stakeholders in this market. We’re focused on growing our presence in Canada with new openings, localized Marriott Bonvoy partnerships and programming.”
Marriott has bolstered its leisure portfolio in Canada by introducing Moxy Hotels. This expansion kicked off with the opening of Moxy Halifax Downtown in January 2024, followed by the debut of Moxy Banff this spring. The brand has ambitious plans to establish its presence in several gateway cities across Canada, including Montreal, Vancouver, and Ottawa, within the next three years.
With dedicated operational and development teams overseeing both managed and franchised hotels in Canada, Marriott strategically targets underserved segments within the Canadian hotel market. These include extended stay, upper midscale, and midscale properties. Leading brands in these segments, such as Fairfield by Marriott (currently with 31 open hotels in Canada) and TownePlace Suites by Marriott (currently with 21 open hotels in Canada), are experiencing rapid growth. Both brands have 24 and 25 properties, respectively, in Marriott’s development pipeline, solidifying their status as some of the fastest-growing brands in the country.
“Marriott International has experienced strong momentum in Canada due to our dedicated focus on conversions and upper midscale and extended stay brands,” says Noah Silverman, Global Development Officer, U.S. & Canada at Marriott International. “We’re expecting leisure demand in Canada to remain strong throughout 2024, particularly in destinations like Vancouver Island, the Okanagan Valley, Atlantic Canada and the Niagara Region.”
Enrollment in the loyalty program has played a significant role in driving increased growth for Marriott. Marriott Bonvoy, recognized globally for its excellence, boasts approximately 203 million members worldwide. This program provides members with access to over 30 hotel brands and 10,000 destinations, offering a diverse range of experiences and robust benefits. Members can maximize their membership through various everyday activities, such as credit card purchases and dining out, resulting in more rewarding travel experiences.
Marriott Bonvoy also offers exclusive once-in-a-lifetime experiences through Marriott Bonvoy Moments, spanning entertainment, sports, arts, culture, culinary, and wellness. Members can redeem these experiences using points accumulated from travel and other activities.
Recognizing the unique needs of Canadian guests, Marriott Bonvoy has cultivated a loyal following in Canada through tailored marketing initiatives and strategic partnerships. Engagements with Canadian members are bolstered by localized marketing efforts and collaborations with prominent entities like Live Nation Canada, the Toronto International Film Festival (TIFF), the Toronto Maple Leafs, and the Montreal Canadiens.
Canadian members can enjoy not only localized benefits but also global offerings, such as the opportunity to bid on exclusive access to events like the Montreal race weekend with the Mercedes-AMG PETRONAS F1 Team or experiences with Taylor Swift | The Eras Tour, including a chance to win a trip to Vancouver complete with air travel, hotel accommodations, concert tickets, and a special Marriott Bonvoy welcome gift.
The post Marriott Boosts Canadian Presence with 36% Revenue Jump and 90 New Hotels appeared first on Travel And Tour World.
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