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In 2019, Marriott announced plans to significantly expand its portfolio of all-inclusive properties. With this initiative, we will see new properties built, as well as existing properties converted to Marriott.
All-inclusive properties will cover many Marriott brands, including Ritz-Carlton, Luxury Collection, Marriott, Westin, W, Autograph Collection, and Delta by Marriott.
Well, Marriott just announced their biggest all-inclusive expansion to date, and I have a few questions …
Marriott’s Blue Diamond Resorts franchise agreements
Marriott’s collection of all-inclusive resorts will more than double, thanks to a new franchise agreement that will see the addition of 19 properties:
- This is done through a new agreement with Sunwing Travel Group’s hotel division, Blue Diamond Resorts; yes it is the same Sunwing as the very low cost canadian carrier
- With that, we’ll see 19 new all-inclusive properties totaling almost 7,000 rooms in six destinations.
- With this deal, Marriott will be one of the 10 biggest all-inclusive players in the world
- Majority of these properties are expected to convert to Marriott Autograph Collection properties by mid-2021
Planet Hollywood Costa Rica joins Marriott
The 19 hotels joining Marriott Autograph Collection
With this agreement, we see 19 hotels joining Marriott’s Autograph collection.
This includes the following five hotels in Mexico:
- Royalton Riviera Cancun Resort & Spa, 840 rooms
- 343 Hideaway rooms at Royalton Riviera Cancun
- 566 rooms Planet Hollywood Beach Resort Cancun
- 332 rooms Planet Hollywood Adults Scene Cancun
- 457 rooms Royalton CHIC Suites Cancun Resort & Spa
This includes the following five hotels in the Dominican Republic:
- Royalton Bavaro Resort & Spa, 730 rooms
- Royalton CHIC Punta Cana Resort & Spa 320 rooms
- 525 rooms Royalton Splash Punta Cana Resort & Spa
- 317 rooms Royalton Punta Cana Resort & Casino
- 168-room hideaway at Royalton Punta Cana
This includes the following four hotels in Jamaica:
- 352 rooms Royalton White Sands Montego Bay
- 228 rooms Royalton Blue Waters Montego Bay
- 140-room hideaway at Royalton Negril
- 407 rooms Royalton Negril Resort & Spa
This includes the following two hotels in Saint Lucia:
- 290 rooms Royalton Saint Lucia Resort & Spa
- 166 bedroom hideaway at Royalton Saint Lucia
This includes the following hotel in Antigua:
- 294 rooms Royalton Antigua Resort & Spa
This includes the following hotel in Costa Rica:
- 294 rooms Planet Hollywood Beach Resort Costa Rica
The Royalton Bavaro Dominican Republic joins Marriott
Doesn’t Marriott have brand standards?
Everything about this deal reinforces the extent to which Marriott is focused on growth rather than quality. Let me be clear, I think it’s fantastic overall that Marriott is adding affordable all-inclusive properties to their portfolio.
However, can someone explain to me how it makes sense for these properties to join Autograph Collection? This is allegedly Marriott’s high-end luxury brand.
Here are some of the ways Marriott describes Autograph Collection on its website:
“We hand-select boutique hotels from around the world who share a passion for originality and a philosophy of attention to detail in each of their expressions.”
“Each hotel in our collection is inspired by a clear vision, soul and history. These visions fuel elements so impactful that you can feel the devotion in every nerve of the experience.
“We believe that heartless beauty is meaningless. This is why our hotels bring attention and purpose to their design. In each of our spaces, these elements come together to tell the story of the hotel, bringing tactile and emotional satisfaction to it as well.
“You won’t have to leave your hotel to feel the time and place. We hand-select hotels that are intimately linked to their surroundings – and, in turn, are part of the fabric of the locality.
I have some questions:
- Are Planet Hollywood all-inclusive resorts considered upscale and luxury?
- Is an 840-room all-inclusive in Cancun considered boutique?
- Please tell me more about the “soul and history” of Planet Hollywood, and the elements that are “so impactful that you can feel the devotion in every nerve of the experience”
- Tell me more about the fact that “you won’t have to leave your hotel to feel the time and place”, and how these hotels were selected because they are “intimately linked to their environment”
- How do owners of Autograph Collection properties that are in fact boutique, independent and upscale, feel about being part of the same collection as these all-inclusive properties?
Planet Hollywood Cancun really has a sense of place!
Once again, let me stress that I am all for expanding into the affordable all-inclusive market as it will be popular with many and be a good opportunity to earn and redeem points. What I cannot understand is why it cannot be done in a more honest way.
At the end of the line
Marriott is adding 19 all-inclusive properties to its portfolio, thanks to a new franchise agreement with Sunwing and Blue Diamond Resorts. These mega-resorts will no doubt be popular with many, and I consider it a positive that Marriott Bonvoy members can earn and redeem points here.
I wouldn’t expect a lot of consistent elite perks, between Marriott’s general consistency issues and these being franchise properties.
My biggest issue here is how Marriott chooses to mark them as autograph collection properties. Marriott already has over 30 brands and somehow still can’t come up with new additions in an honest way.
What do you think of Marriott’s all-inclusive expansion?
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