Focusing on the needs of millennials, adapting to the upgrading and changes of the Chinese travel market with a "brand + destination" layout

As China's high-end hotel industry continues to mature and tourists and owners have a deeper understanding of hotel brands, Chinese tourists have gradually developed a preference for different hotel brands based on travel purposes. This urges Marriott International to plan its brand portfolio more appropriately when developing new hotels, deploying in different market segments with a "brand + destination" strategy to adapt to the upgrading and changes of the Chinese tourism market.

Currently, Marriott International has operated more than 400 hotels in nearly 100 cities in China, covering 24 hotel brands, of which high-end and luxury brands account for 70%. In the next three years, Marriott International plans to focus on expanding the selection of service brands on the basis of maintaining the market share of high-end and luxury brands.

In the global 30 brand matrix of Marriott International, in addition to vertical division of luxury, high-end, and selected services, in the same category, it also horizontally distinguishes classic brands and lifestyle brands. Among them, the lifestyle hotel brand focuses more on individual propositions and refined experiences.

In terms of selected service hotel brands, Marriott International will introduce the Moxy hotel brand specifically for the "millennial generation." Compared with the fashion and luxury of the W brand, Moxy is lighter and lighter. It not only meets the needs of social enthusiasts, but also combines the design with the surrounding characteristics of the hotel. For example, the lobby design of the Moxy Hotel in Shanghai Hongqiao Business District, which will open soon, is inspired by the nearby Shanghai Hongqiao International Airport and incorporates a series of terminal elements.

In addition, Marriott International Group will increase the market share of domestic travel and leisure travel as its business focus. At present, the number of resort hotels under Marriott International has reached more than 40, accounting for 10% of the total. At the same time, Marriott International has also deployed Le Méridien Hangzhou Binjiang, Le Méridien Xiaojing Bay, Shenzhen Marriott Hotel Kaisa, and Shanghai Oriental Valley JW Marriott within 2 hours of self-driving in key cities such as Guangzhou-Shenzhen, Yangtze River Delta, and Beijing. Hotels, Beijing Le Duo Port Marriott Hotel, etc., strengthen the short-distance weekend leisure travel sector.

As one of the unique advantages of Marriott International, the dual-brand hotel meets the needs of consumers with complementary brands, and is more flexible in terms of shared facilities, operating resources, and manpower, so as to help owners maximize their profits. At present, Marriott International mainly formulates brand portfolio strategies from three dimensions: brand positioning, brand characteristics, and consumer occupancy needs.

One is to adopt differentiated brand positioning, such as a combination of luxury + high-end + selection, to provide consumers with a variety of choices at different price points in the same location. JW Marriott Hotel Yinchuan and Courtyard by Marriott Yinchuan are the combination of "luxury + selection" ; Second, the combination of different brand characteristics, such as "classic + lifestyle" brands such as Kunming Sheraton Hotel and Kunming Delta Hotel, serves consumers with brand preference; third, adopts "hotel + apartment" according to the difference in occupancy needs "Combined models, such as Yiwu Marriott Hotel and Yiwu Marriott Executive Apartments, provide more suitable products for long-stay consumers.