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.

 

 

 

 

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Frits van Paasschen on Being Your Own Disruptor

Starwood Hotels & Resorts was all over the news in 2016 as various companies battled to acquire it. Frits van Paasschen, the former Starwood CEO, watched with interest and some nostalgia throughout the process, which ended when Marriott finally closed the deal in September.

Van Paasschen, who has since left the company, is now an investor, advisor, and author of a book called The Disruptors’ Feast.

He spoke in September at the Skift Global Forum in Manhattan and afterwards joined editor and podcast host Hannah Sampson backstage in the Skift Take Studio to talk about his reaction to Marriott’s acquisition of Starwood, whether a 30-hotel-brand portfolio makes sense, and what kind of disruption hotels should be worrying about.

This mini-episode is one of several conversations we’re bringing you from backstage at the Skift Global Forum. The Skift Take Studio Series is presented by Mastercard, a payments technology company that is enabling loyalty, security and data solutions for the global travel industry.

 

 

 

 

Start listening to The Skift Podcast, today! Subscribe via iTunesSoundCloud, or RSS.