Marriott International Sees Robust Growth in Canadian Leisure Market

Marriott International reports a 36% increase in leisure revenue in Canada, driven by an expanding portfolio of lifestyle and extended stay brands, and enhanced Marriott Bonvoy loyalty program offerings.

Marriott International Capitalizes on Rising Leisure Travel Demand in Canada

Marriott International is witnessing significant growth in the Canadian leisure market, celebrating a notable 36 percent year-over-year increase in hotel-level leisure revenue for 2023. With 274 hotels currently operating and an additional 90 slated to open, the company's strategic focus on lifestyle, upper midscale, and extended stay brands is paying dividends.

Expanding Lifestyle Hotel Portfolio

Marriott's success in Canada is partly attributed to its emphasis on lifestyle hotels, which cater to leisure travelers looking for unique and distinctive experiences. Brands like Autograph Collection and Tribute Portfolio are proving particularly popular, offering design flexibility and appealing to developers interested in conversions. The HONEYROSE Hotel in Montreal, part of the Tribute Portfolio, exemplifies this trend with its art-deco design and prime downtown location.

Paul Cahill, Senior Vice President of Canada Operations at Marriott International, highlighted the tailored approach to the Canadian market: "Our dedicated Canadian teams work closely with local stakeholders to align our offerings with regional needs and preferences. This localized engagement is crucial as we expand our footprint across the country."

Introduction of Moxy Hotels and Focus on Growth Markets

The recent launch of the Moxy Hotels brand in Canada marks another strategic move to enhance Marriott's leisure offerings. The opening of Moxy Halifax Downtown and Moxy Banff introduces a playful, affordable boutique concept to key Canadian cities, with further expansions planned in Montreal, Vancouver, and Ottawa.

Strengthening Upper Midscale and Extended Stay Segments

Marriott is also reinforcing its presence in the upper midscale and extended stay segments, areas identified as underserved in the Canadian market. Notable brands driving growth include Fairfield by Marriott and TownePlace Suites by Marriott, which are among the fastest-growing in Marriott's Canadian portfolio.

Noah Silverman, Global Development Officer for U.S. & Canada at Marriott International, commented on the market dynamics: "The strong momentum we’ve seen is largely due to our focus on conversions and key segments like upper midscale and extended stay. We anticipate continued strong leisure demand in iconic Canadian destinations such as Vancouver Island and the Niagara Region."

Leveraging Marriott Bonvoy for Enhanced Customer Engagement

The Marriott Bonvoy program plays a pivotal role in the company’s strategy, with about 203 million members globally. In Canada, Marriott Bonvoy has forged strong partnerships with entities like Live Nation Canada and major sports teams to enhance member engagement. Unique experiences, such as VIP access to the Mercedes-AMG PETRONAS F1 Team and exclusive packages for Taylor Swift’s concerts, underscore the program's appeal.

Marriott International’s focused strategy in Canada—spanning hotel development, brand diversity, and enhanced loyalty rewards—is setting a robust foundation for continued growth in the leisure travel sector. This comprehensive approach ensures Marriott remains a dominant player in the hospitality industry, meeting the evolving needs of today’s travelers.