Marriott plans to grow Asia Pacific hotel portfolio beyond 1000 properties in 2022

15 February, 2022

Marriott International has revealed plans to further expand its portfolio across Asia Pacific, targeting to open its 1000th property in the region in late 2022. The company expects to open nearly 100 properties in the region this year.

Last year in Asia Pacific, Marriott signed two new development deals a week on average, with deals signed in 13 different markets across the region. This year, it aims to continue to drive demand and growth. In line with the company's recent update around key trends shaping hospitality development, Asia Pacific sees similar trends facilitating Marriott to further grow in the region.

Luxury demand continues to boom in Greater China

According to research by ILTM Asia Pacific, Greater China's affluent population contributes to half of Asia Pacific's total spending on airfare and lodging. Affluent travellers in Greater China continue to look for luxury travel in new and emerging destinations. Greater China remains an engine for Marriott's growth, as it accounts for more than half of the company's anticipated luxury openings in Asia Pacific in 2022. Ritz-Carlton Reserve anticipates expanding its highly curated portfolio in Greater China, debuting its first rare estate in the historic Jiuzhaigou valley later this year. Additional expected luxury openings in 2022 include JW Marriott Hotel Changsha and W Macau - Studio City.

Leisure demand paving the way for travel recovery

Research by the World Travel & Tourism Council (WTTC) suggests that leisure travel demand has been booming at an accelerating rate. In 2022, as leisure demand continues to outpace business travel, Marriott is poised to strengthen its presence across several leisure destinations. In South Korea, the company expects to bring its JW Marriott brand to Jeju with the opening of JW Marriott Jeju Resort & Spa in May-2022. The expected opening of W Sydney in late 2022 will mark the third W hotel in Australia.

With wellness and well-being remaining a continued priority for many travellers, the company's leading wellness brand, Westin Hotels & Resorts, is expected to celebrate two new debuts in Yokohama and Cam Ranh in 2022.

Select service brands cement position in Asia Pacific

Marriott's select service portfolio is driving momentum for growth, providing a wide-range of amenities and offerings across brands such as Courtyard by Marriott, Fairfield by Marriott, Four Points by Sheraton, AC Hotels and Moxy Hotels.

In Greater China, the openings of select service hotels will further expand consumers' travel choices, bringing guests a diverse range of experiences in emerging Chinese destinations. Four Points by Sheraton expects to continue its growth with five planned openings throughout the year, while Moxy Hotels anticipates continuing to share its playful spirit in destinations such as Suzhou and Xi'an.

Outside of Greater China, the company expects to debut its AC Hotels brand in Korea with AC Hotel Seoul Gangnam and in Australia with AC Hotel Melbourne Southbank. In Japan, Fairfield by Marriott expects to continue to strengthen its presence with six new properties planned to open across Nara, Hokkaido and Hyogo along 'Michi-no-Eki' roadside stations aimed at revitalising the country's local sightseeing spots and well-hidden rural destinations.

Marriott Bonvoy builds connections with members

Marriott says it is "committed to inspiring travel" and strengthening its relationship with its more than 55 million Marriott Bonvoy members in the region. In 2021, Marriott Bonvoy introduced several new initiatives to build better engagement with this audience. This included launching two co-branded credit cards in South Korea, Marriott Bonvoy The Best Shinhan Card and Marriott Bonvoy The Classic Shinhan Card, providing travellers new ways to earn their points through daily spend; and a strategic collaboration with Rakuten.

The 'Good Travel with Marriott Bonvoy' also kicked off the company's aspiration to provide meaningful travel experiences. This programme is set to expand in 2022 with a range of "curated, purpose-driven experiences" being offered to members across hotels and resorts in the region.

New co-branded cards released in Japan

Marriott Bonvoy and American Express have this month (Feb-2022) launched two new co-brand cards for members in Japan. The Marriott Bonvoy American Express Premium Card is a refreshed edition of the existing Starwood Preferred Guest American Express Card launched in 2013, and the Marriott Bonvoy American Express Card is a new co-brand Card for travellers.

"The launch of the new and refreshed Marriott Bonvoy American Express co-brand cards offer a greater choice of products tailored to the needs of card members in Japan," says Bart Buiring, chief sales & marketing officer, Asia Pacific, Marriott International. "This is a timely launch as international travel gradually opens up and Card Members can earn points for free stays faster when making purchases with our co-brand Cards."

With the new Marriott Bonvoy American Express Card, members can earn Marriott Bonvoy points with daily spend. They will be instantly given Marriott Bonvoy Silver Elite status and will be upgraded to Gold status if they spend JPY1 million annually on their Card. Eligible card members can also enjoy a welcome bonus of 10,000 Marriott Bonvoy points if they spend JPY 300,000 in the first three months.

The Marriott Bonvoy American Express Premium Card offers members instant Gold Elite status and allows them to achieve Platinum status if they spend JPY4 million a year on their Card. They can also take advantage of accelerated points earnings with 6 Marriott Bonvoy points earned for every JPY100 spent at hotels across the Marriott portfolio.