Funny look at future of Marriott and Starwood brands

What changes may happen in Marriott and Starwood brand portfolio
Hotel News Now contributor Terence Baker takes a humorous look at what changes could happen in the Marriott and Starwood brand portfolio now the $12.2 billion mega-merger has been signed.
The combined companies have 27 hotel brands and it is likely that if the deal is finalised some brands will be be meged together or even eased out of the portfolio.
Baker hopes, for example, that one brand from Starwood and one from Marriott will be merged together and renamed Four Points by Sheraton by Sheraton by Courtyard by Marriott by Marriott.
Starwood’s W brand could merge with Marriott’s JW Marriott, with graphics interweaving the two Ws “in a new brand identity that talks of the past but propels it into the future”.
“And if some standalone brands need a new brand identity, then Sheraton – generally regarded as needing a real shake-up – could emerge as Sherato, or S, or something generally regarded by marketers as memorable, cool and embracing. In other words, largely meaningless.”
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