Why Marriott Is So Attached to Its 30 Brands

If anyone knows about owning a lot of brands, it’s Marriott International. The world’s largest hotel company, which acquired Starwood in 2016, now has 30 brands — and no plans to get rid of any.

Tina Edmundson, the company’s global brand officer, talked about why the company believes in its brands — all of them — at Skift Forum Europe recently in Berlin.

She insisted that there was “no such thing” as too many brands.

“I believe brands help consumers make choices,” Edmundson said. “The danger is having brands that don’t have a very clear point of view.”

She also spoke to Skift Senior Hospitality Editor Deanna Ting about how the role of luxury is changing, Marriott’s approach to millennials, and its experiment in homesharing.

This is one of several podcasts featuring conversations from Skift Forum Europe 2018.

Start listening to The Skift Podcast, today. Subscribe via iTunes, Google Play, or RSS.