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Marriott International has declared a year of substantial room signings and expansions across the Caribbean and Latin America (CALA) in 2023. This announcement came after the brand revealed significant global net room growth and a record-breaking year in global room signings.
In comparison to the previous year, the company nearly doubled its count of organic deal signings in the region. It secured 57 transactions and added almost 7,300 rooms in 2023. This has resulted in a robust pipeline, totaling 24,000 rooms across the CALA region by the end of the last year.
Laurent de Kousemaeker, Chief Development Officer for Marriott International in the Caribbean and Latin America, commented,
“We are pleased to report a great year of growth for the company in the CALA region, with strong development activity in 2023. With continuing momentum in conversions and our ongoing expansion across numerous segments, including luxury and all-inclusive, we remain focused on providing our guests and owners with more best-in-class options”.
“We see exceptional opportunities in the region across all segments, but particularly in midscale with the new City Express by Marriott brand, opening up fresh possibilities in this segment throughout the region.”
Upsurge in Luxury within the Region
With 60 properties spread across six of the seven global luxury brands within the company, the company stands out as a top choice for luxury travelers in the region. It provides various options, ranging from idyllic beaches to urban retreats.
Opening highlights in 2023 included the inauguration of The Riviera Maya EDITION at Kanai (Mexico) in November 2023 and The St. Regis Kanai Resort (Mexico) earlier in the year. Anticipated luxury openings in 2024 include the JW Marriott Sint Maarten Beach Resort (Sint Marteen), Almare, a Luxury Collection All-inclusive Resort Isla Mujeres (Mexico), Nekajui, a Ritz-Carlton Reserve, Papagayo (Costa Rica), The St. Regis Aruba (Aruba), W Punta Cana, All-Inclusive, The St. Regis Cap Cana Resort (Dominican Republic), and W Sao Paulo (Brazil). The region holds a luxury pipeline of 34 properties and over 5,000 rooms.
Furthermore, branded residences are gaining significant traction in CALA, with a surge in customer demand. Presently, it provides 15 operational locations in 11 markets throughout the region.
Accelerating Momentum in Conversions
In the CALA region, hotel conversions maintain momentum. About 35% of room signings in 2023 were conversions, including properties like Villa Lapas (Autograph Collection) in Costa Rica, Aloft Guadalajara Country Club, Sheraton Guadalajara Expo, and Delta Hotels Puebla in Mexico, as well as Las Terrenas (Autograph Collection) in the Dominican Republic.
Hoteliers and investors are capitalizing on the efficiencies and benefits of renovating and rebranding existing properties, contributing to the expansion of Marriott Bonvoy’s portfolio with over 30 globally renowned brands.
All-Inclusive by Marriott Bonvoy
Marriott’s all-inclusive resorts in the region are meeting high consumer demand. They have 31 operational properties in CALA, spread across nine markets (Mexico – Riviera Nayarit & Cancun, Jamaica, Barbados, Antigua & Barbuda, St Lucia, Costa Rica, Dominican Republic, Grenada, and Brazil) and four brands (Autograph Collection, Delta, Westin, and Luxury Collection). Additionally, with 18 more properties in the signed pipeline, the company is expanding its all-inclusive offerings for guests.
The company also recently signed the second Ritz-Carlton All-Inclusive property in the region. Expected all-inclusive openings for 2024 will bring its global all-inclusive roster to 49 open and pipeline properties across 12 markets and 10 brands. Six of the pipeline properties are slated to open in 2024.
Marriott Bonvoy
Marriott Bonvoy, the acclaimed travel program of the company, has a vibrant community exceeding 6 million members in CALA and continues to expand. It aims to provide a more rewarding travel experience by forging new strategic partnerships and introducing additional opportunities to earn and accumulate points throughout the region.
In May 2023, the company announced a strategic collaboration with Rappi, a multinational technology company. This partnership boosts the unique benefits for Bonvoy members. It facilitates the company’s connection with Rappi’s user base of over 20 million across Argentina, Brazil, Chile, Colombia, Costa Rica, Ecuador, Mexico, Peru, and Uruguay.
Marriott’s Reign in CALA
The company’s ongoing expansion of its CALA portfolio positions the region for remarkable growth and development prospects. This strategic move capitalizes on the company’s vast offerings, paving the way for a flourishing future.
Marriott International is one of the Global winners in the 2023-2024 World Branding Awards. Discover more about the Brand of the Year here.
Read more: Spotlight on Success: A Recap of the 2023-2024 World Branding Awards.
