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Marriott integr...

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Marriott integrates Starwoods

Date of release:2018-04-25 Author: Click:

After the acquisition of SPG in 2016, the integration of Marriott International has been regarded as a major difficulty in the industry, and the latter is an important step forward. In April 17th, Marriott International Group announced the integration of the WAN Howard reward, Ritz Carlton ritual reward and SPG club member plan and the unified membership courtesy in August. This means that the three member system of Wan Hao flag is formally merged, and the group is also planning to push the new membership system in 2019. In the view of the industry, the current competition in the international hotel market is intensifying. As the hotel groups are expanding to open new stores, Marriott is obviously spreading the way through the unified membership account.


David Flueck, senior vice president of the global customer loyalty program of Marriott International Group, said that from August this year, the brand matrix of Marriott International Group will be formed and members can enjoy more services. Beijing commercial newspaper reporter learned that, after the merger of the Starwood group, Marriott has 29 hotel brands in 127 countries and regions around the world, with 6500 hotels, many of which are high-end hotels. And after the merger of three big member accounts, Wan house reward, Ritz Carlton ritual reward and the name of the SPG club three accounts will be temporarily retained until the new permanent guest program in 2019. In addition, the Marriott International Group also announced that guests will be available for the first time through the Marriott International official website, the SPG official website, the Marriott International and SPG mobile clients, or call the customer service center, to reserve all the Marriott International Hotels in the permanent guest program.


It is worth mentioning that after the merger of Marriott frequent visitor scheme, there will be a new unified integral calculation standard. In August this year, SPG members will convert the existing points into new ones according to the standard of 1 to 3.


After the acquisition of the Starwood group, Zhao Huanyan, chief knowledge officer and senior economist of the Huamei Advisory Group, Marriott has been preparing for the integration, and the integration of the membership system is earlier than expected. The International Hotel Group mainly adopts the light asset output model, and the integration of the membership system will help to improve the management level, reduce the management cost and improve the competitiveness.


In fact, in recent years, international hotel group has been accelerating expansion, before Hilton global CEO Christopher J. Nassetta visited China in November 2017, and said Hilton will continue to increase investment in the Chinese market. In 2025, Hilton will operate 1000 hotels in China. At the same time, Hilton honorary guests also launched a series of ways to earn points. In addition, according to the 2017 financial report of the InterContinental Hotel group, there are 605 new hotels in the world. The number of new and newly signed hotels in the Greater China is ten years. The total number of hotels in the whole year is 43, and the total number of hotels in China is about 328.


It is likely that the pressure of market competition has increased sharply. In addition to integration, Marriott has begun to work hard on commission. It is understood that since March 31st, Marriott International Group has cut its commission from 10% to 7%, which covers hotels in the United States and Canada. Industry insiders point out that the reduction of commission means the hotel group has begun to strengthen direct channel. At present, whether in China or the global market, the international hotel market competition is white hot, the future competition will be hit from the line to the line, which makes the hotel group must take a big step in the development and expansion.


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