Marriott International's strong conversion activity has led to significant growth in the Caribbean and Latin America

In the Caribbean and Latin America (CALA) region, hotel conversions remain highly dynamic and have emerged as a crucial growth factor for Marriott International.

By renovating and rebranding existing properties, hoteliers and investors are capitalizing on the advantages and efficiencies, resulting in a broader portfolio for Marriott, which now encompasses 31 global brands.

In the first quarter of 2023, brand conversions in Latin America surged by 22 percent compared to the same period in 2022, comprising a total of 67 projects and 9,464 rooms, as reported by Lodging Econometrics.

Marriott’s data aligns with this global trend, as the company’s first-quarter performance showed robust conversion activity, with 29 percent of signed rooms and 25 percent of opened rooms worldwide.

Marriott International has been actively enhancing its organic growth through a surge in conversion activity. In 2022, the company successfully incorporated nearly 17,500 conversion rooms and inked deals for 20,500 rooms, making up around 20 percent of the global rooms signed during the same period.

This continued success is attributed to Marriott’s diverse portfolio of conversion-friendly brands spanning various segments, such as The Luxury Collection, Autograph Collection Hotels, Tribute Portfolio, Delta Hotels, and Four Points by Sheraton.

In 2022, over half of Marriott’s room signings in the Caribbean and Latin America region were conversions.

As of the first quarter of that year, there were already more than 3,000 conversion rooms in the pipeline, showcasing the effectiveness and accomplishments of the company’s strategic approach in the region.

Walter Regidor, Vice President of Development for Marriott International in CALA, explained that hotel owners, investors, and developers find Marriott International’s brand conversion opportunities highly appealing for various reasons.

Independent hoteliers can benefit from access to the well-established loyalty, distribution, and marketing platforms, along with the global sales organization and direct bookings at a low customer acquisition cost.

Additionally, owners have the chance to achieve potential cost savings by integrating into the Marriott ecosystem, leveraging digital and innovation programs that enhance property visibility and potentially lead to higher occupancy rates.

By becoming a part of Marriott International, hotel owners gain access to Marriott Bonvoy, the acclaimed travel program and marketplace with 182 million members globally.

Guests staying at the converted property can earn and redeem points through Marriott Bonvoy, offering an additional incentive to book and stay at the property.



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By Ryan

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