A posting today by erc, got me thinking, Marriott is pushing forward with its “comply or die” program to force the many shoddy Sheraton’s out there up to brand standards which seems to me once done will place it in real direct competition with the flagship Marriott brand itself.
It’s a big project. You see after Marriotts biggest brand, Courtyard with over 1,200 properties, and Fairfield with 1,000, and Residence Inn at over 800, it’s second fourth biggest brand is the flagship, Marriott itself with 571 hotels and third fifth, well that’s Sheraton with 444 466, over 100 of which have committed to immediate renovations and another 150 to renovations within the next 18 months. Could Sheraton finally muscle in on Marriotts turf here? After all Marriotts big advantage over Sheraton was adherence to brand standards and maintenance. Although Sheraton has always been placed as a competitor to Marriott its struggled with consistency. Well that will be no more.
And the irony, Marriott takes over Starwood and solves its most troubled brand thereby putting its own flagship brand under the cosh!
So, if Marriott delivers the goods on the Sheraton renovations are there Marriotts you’d swap out?
EDITED to correct errors in brand numbers I farmed from a Skift report. Yup, as erc rightly states, never believe a blogger who “heard it from an inside source” - trust Insiders who know how to get the authentic source, thanks for the correction verysuiteboy, your semantic-pragmatic tendencies paid off today!