Name: How Many Brands is Too Many? For Marriott, 30 Is a Sweet Spot
Uploaded: 2025-08-05T14:24:00Z
Duration: 3 min 11 s
Description: The Marriott business has over 30 brands including The Ritz-Carlton, Westin, and Sheraton. Anthony Capuano, Marriott International CEO, discusses why the large brand portfolio and strategy is a priority.

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The Marriott business has over 30 brands including The Ritz-Carlton, Westin, and Sheraton. Anthony Capuano, Marriott International CEO, discusses why the large brand portfolio and strategy is a priority.

https://m.wsj.net/video/20250805/7aa6e4f9-ea94-4ebb-b62b-234961329bc9/1/hls/manifest-hd-wifi.m3u8

How Many Brands is Too Many? For Marriott, 30 Is a Sweet Spot

Let me ask you about all these different brands that you operate.

Sure.

I was looking at a Skift article, I think you were actually interviewed in it, and they were talking about breaking down more than the 30 brands that you guys have on the high end alone. You've got Ritz Carlton, Bulgari, St. Regis, La Meridian. Why so many? Is that too many?

How do you determine that?

Yeah, well, you ask that question more politely than some. Usually I get, "Why do you have so many brands?" But I always give the same answer, because I really fundamentally believe this, the breadth of choice that our brand portfolio offers both our guests and our owner community is a powerful advantage for the company. For our guests, our objective is to get as close to 100% of their travel wallet as possible. So how do you achieve that objective? You make sure that we have the right product for every trip purpose, everywhere they want to go, and the breadth of the brand portfolio is a powerful advantage in trying to achieve that objective. Similarly for our development partners, we wanna capture as close to 100% of their development wallet as possible, and the reality is, sometimes they may come to us and say, "I have an amazing site in XYZ City, and I really wanna build a Marriott." And we say, "Well, the Marriott brand's already taken in that market, but we could do a Sheraton, or we could do a Westin, or we could do a La Meridian," and it allows us to keep them in the Marriott ecosystem. Now, if you pursue a strategy like that, then you have a pretty profound responsibility, and that responsibility is to make sure that each of the 30-plus brands enjoys a well-articulated, distinct positioning within the portfolio, and one of Mr. Marriott's favorite expressions is, "Success is never final." I would say this is a good example. I think we've made tremendous progress, particularly after the Starwood acquisition, but we need to continue to make sure the positioning of each of those brands is very clear and very well articulated.

Do you have one loyalty program across all?

We do.

So in other words, I could go to a Courtyard by Marriott one day.

That's right.

And a Ritz Carlton the next day and get points, the same points?

If you were interviewing the gentleman named David Fleck, who runs our Bonvoy program, he would tell you that's the most important brand in the portfolio, Bonvoy, and the reason he would say that is in so many ways, it's the connective tissue for the company. To your point, if you are a traveler and you say, "Tuesday and Wednesday, I'm gonna arrive at 11:00 PM. I'm gonna be out before the sun comes up. What do I need? I need a clean room, comfortable bed, hot shower, great wifi." You probably are gonna stay at one of our select brands, select brand hotels, and have a great experience. Two weeks later, you may say, "I'm taking my extended family for this amazing, multi-generational vacation," and you may wanna choose Ritz Carlton Resort or a St. Regis Resort, and so again, this goes to the idea of never having you leak from the ecosystem, and Bonvoy ties that all together. The other thing Bonvoy does is, for a new traveler who's maybe just starting their career, gives them the opportunity to explore the full breadth of the portfolio.

How Many Brands is Too Many? For Marriott, 30 Is a Sweet Spot

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