In 2019, Marriott announced plans to significantly expand its all-inclusive property portfolio. With this initiative we will see how new properties are built and also existing properties in Marriotts are converted.
All-inclusive properties will span many of Marriott’s brands, including Ritz-Carlton, Luxury Collection, Marriott, Westin, W, Autograph Collection and Delta by Marriott.
Well, Marriott has just announced its most important all-inclusive expansion, and I have some questions …
Marriott’s Blue Diamond Resorts Franchise Agreements
Marriott’s all-inclusive resort collection will more than double, thanks to a new franchise agreement that will add 19 properties:
- This is done thanks to a new agreement with Sunwing Travel Group’s hotel division, Blue Diamond Resorts; yes, it’s the same Sunwing as the Canadian ultra-low cost carrier
- With this we will see 19 new all-inclusive properties that together cover almost 7,000 rooms in six destinations
- With this deal, Marriott will include one of the top ten players for everything
- The majority of these properties are expected to be converted into Marriott Autograph Collection properties by mid-2021.
The Planet Hollywood Costa Rica joins Marriott
The 19 hotels that joined the 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 with 840 Rooms
- Hideaway with 343 rooms at Royalton Riviera Cancun
- 566-room Planet Hollywood Beach Resort Cancun
- 332 Room Planet Hollywood Adult Scene Cancun
- 457 Room Royalton CHIC Suites Cancun Resort & Spa
This includes the following five hotels in the Dominican Republic:
- 730-room Royalton Bavaro Resort & Spa
- Royalton CHIC Punta Cana Resort & Spa with 320 Rooms
- 525-Room Royalton Splash Punta Cana Resort & Spa
- Royalton Punta Cana Resort & Casino with 317 Rooms
- 168 room hiding at Royalton Punta Cana
This includes the following four hotels in Jamaica:
- 352 Room Royalton White Sands Montego Bay
- 228 Room Royalton Blue Waters Montego Bay
- 140 Room Hideaway at Royalton Negril
- Royalton Negril Resort & Spa with 407 Rooms
This includes the following two hotels in St. Lucia in:
- 290-room Royalton Saint Lucia Resort & Spa
- Hideaway with 166 rooms at Royalton Saint Lucia
This includes the following hotel in Antigua:
- 294-room Royalton Antigua Resort & Spa
This includes the following hotel in Costa Rica:
- 294 Room Planet Hollywood Beach Resort Costa Rica
The Dominican Republic of Royalton Bavaro joins Marriott
Does Marriott have no brand standards?
Everything about this agreement reinforces the extent to which Marriott focuses on growth over quality. Let me be clear, I think it’s generally fantastic that Marriott is adding affordable all-inclusive properties to its portfolio.
However, can someone explain to me how it makes sense for these properties to join the Autograph Collection? It’s allegedly Marriott’s top luxury brand independent hotels.
Here are some ways in which the Marriott Autograph Collection describes itself on its Web site:
“We choose boutique hotels from around the world that have a passion for originality and a philosophy of attention to detail in every expression.”
“Every hotel in our collection is inspired by a clear vision, soul and story. These visions drive the elements so strikingly that you can feel the dedication in every nerve of the experience. ”
‘We believe that beauty without a heart is meaningless. This is why our hotels have a thoughtfulness and purpose in their design. In each of our spaces, these elements come together to tell the story of the hotel, which also brings a tangible and emotional satisfaction about it. ‘
‘You do not have to leave your hotel to feel time and place. We choose hotels that are closely connected to their environment – and become part of the environment again. “
I have some questions:
- Are all-inclusive resorts in Planet Hollywood considered luxurious and luxurious?
- Is an all-inclusive 840 room considered a boutique in Cancun?
- Please tell me more about the “soul and story” of Planet Hollywood and about the elements that are “so striking that you can feel the dedication in every nerve of the experience”.
- Tell me more about how ‘you do not have to leave your hotel to feel a sense of time and place’, and how these hotels were hand-picked because they are ‘closely connected to their surroundings’
- How do owners of Autograph Collection properties that are actually boutique, independent and high-end feel now part of the same collection as these all-inclusive properties?
The Planet Hollywood Cancun definitely has a sense of place!
Let me emphasize again that I want to do everything in my power to expand Marriott to the affordable all-inclusive market, because it will be very attractive, and it will be a great opportunity to earn and redeem points. What I can not turn my head about is why it can not be done in a more honest way.
Bottom line
Marriott is adding 19 properties with everything in its portfolio, thanks to a new franchise agreement with Sunwing and Blue Diamond Resorts. These mega-resorts will undoubtedly appeal to many, and I would consider it a net positive that members of Marriott Bonvoy will be able to earn and earn points here.
I wouldn’t expect much from consistent elite benefits, amid Marriott’s overall problems with consistency, plus these franchise properties.
My biggest problem here is how Marriott chooses to label it as Autograph Collection properties. Marriott already has more than 30 brands, and somehow it still can’t honestly use brand new add-ons.
What do you make of Marriott’s all-inclusive expansion?