In 2019, Marriott announced plans to significantly expand its all-inclusive property portfolio. With this initiative, we will see new properties built, and we will also see existing properties converted into Marriotts.
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 just announced its most significant all-inclusive expansion, and I have a few questions …
Marriott’s Blue Diamond Resorts franchise agreements
Marriott’s suite of all-inclusive resorts will more than double, thanks to a new franchise agreement that will see 19 properties added:
- This is being done thanks to a new agreement with the Sunwing Travel Group’s hotel division, Blue Diamond Resorts; yes, it’s the same Sunwing as the Canadian ultra low cost carrier
- With that, we will see 19 new all-inclusive properties, totaling almost 7,000 rooms in six destinations
- With this agreement, Marriott will be one of the 10 largest all-inclusive companies in the world
- Most of these properties are expected to be converted into Marriott Autograph Collection properties by mid-2021
Planet Hollywood Costa Rica is joining Marriott
The 19 hotels that joined the Marriott Autograph Collection
With this agreement, we are seeing 19 hotels joining the Marriott’s Autograph Collection.
This includes the following five hotels in Mexico:
- Royalton Riviera Cancun Resort & Spa with 840 rooms
- 343-room getaway at the Royalton Riviera Cancun
- Planet Hollywood Beach Resort Cancún with 566 rooms
- 332 rooms Planet Hollywood Adults Scene Cancún
- 457 rooms Royalton CHIC Suites Cancun Resort & Spa
This includes the following five hotels in the Dominican Republic:
- Royalton Bavaro Resort & Spa with 730 rooms
- Royalton CHIC Punta Cana Resort & Spa with 320 rooms
- 525 rooms Royalton Splash Punta Cana Resort & Spa
- Royalton Punta Cana Resort & Casino with 317 rooms
- 168 bedroom hideaway at the Royalton Punta Cana
This includes the following four hotels in Jamaica:
- Royalton White Sands Montego Bay with 352 rooms
- 228 rooms 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 Saint Lucia:
- Royalton Saint Lucia Resort & Spa with 290 rooms
- 166-room getaway at the Royalton Saint Lucia
This includes the following hotel in Antigua:
- Royalton Antigua Resort & Spa with 294 rooms
This includes the following hotel in Costa Rica:
- Planet Hollywood Beach Resort Costa Rica with 294 rooms
Royalton Bavaro Dominican Republic is joining Marriott
Does Marriott not have brand standards?
Everything in this business reinforces how much Marriott is focused on growth instead of quality. Let me be clear, I think it’s fantastic in general that Marriott is adding affordable all-inclusive properties to its portfolio.
However, can someone explain to me how it makes sense that these properties are joining the autograph collection? This is reportedly the top luxury brand of Marriott independent hotels.
Here are some of the ways Marriott describes the autograph collection on its website:
“We handpicked boutique hotels from around the world that share a passion for originality and a philosophy of attention to detail in every expression.”
“Each hotel in our collection is inspired by a clear vision, soul and history. These visions feed elements so striking that you can feel devotion in every tendon of the experience. “
“We believe that beauty without a heart is meaningless. That is why our hotels bring consideration and purpose to your design. In each of our spaces, these elements come together to tell the story of the hotel, also bringing a tactile and emotional satisfaction with it. “
“You don’t have to leave the hotel to feel the time and the place. We select hotels that are closely linked to their surroundings – and, in turn, become part of the structure of the locality. “
I have a few questions:
- Are Planet Hollywood’s all-inclusive resorts considered to be of a high standard and luxury?
- Is an 840 all-inclusive room in Cancún considered a boutique?
- Tell me more about Planet Hollywood’s “soul and history” and the elements that are “so striking that you can feel devotion in every tendon of the experience”
- Tell us more about how “you don’t have to leave your hotel to feel the time and place” and how these hotels were handpicked because they are “intimately connected to the environment”
- How do owners of Autograph Collection properties that are, in fact, boutique, independent and top-notch, now feel part of the same collection as these all-inclusive properties?
Planet Hollywood Cancun certainly has a sense of place!
Again, let me emphasize that I am all in favor of expanding Marriott to the affordable all-inclusive market, as it will attract many and will be a good opportunity to earn and redeem points. What I can’t understand is why it can’t be done more honestly.
Result
Marriott is adding 19 all-inclusive properties to its portfolio, thanks to a new franchise agreement with Sunwing and Blue Diamond Resorts. Undoubtedly, these mega-resorts will appeal to many, and I think it is positive that Marriott Bonvoy members can earn and redeem points here.
I wouldn’t expect much in terms of consistent elite perks, among Marriott’s general problems with consistency, in addition to being franchise properties.
My biggest problem here is how Marriott chooses these properties as the Autograph Collection. Marriott already has more than 30 brands and, somehow, still can’t really mark new additions in an honest way.
What do you think of Marriott’s all-inclusive expansion?