Hotel brands debate the best avenues to growth
Hotel brand companies need to refocus their efforts on experience instead of prioritizing unit growth, according to experts
At the Americas Lodging Investment Summit, members of the Industry Real Estate Financing Advisory Council stressed the importance of hotel brands seeking innovative ways to engage with their core customers.
Key takeaways
- Marriott International, led by President and CEO Anthony Capuano, is exploring growth opportunities through "adjacencies" such as luxury cruises, short-term rentals, and apartments;
- Michael Bluhm from Morgan Stanley highlighted the need for brands to monetize loyalty platforms, praising Marriott as an exemplary model;
- Shai Zelering of Brookfield's real estate group emphasized the challenge for hotel companies to expand their platforms without diluting their core focus.
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