Marriott International Inc. said Tuesday it will embark on an aggressive expansion in the Philippines by putting up 21 new and refurbished hotels by 2024.
The new hotels would add at least 5,000 rooms to the country’s growing hotel room inventory.
Marriott International Asia Pacific president and managing director Craig Smith said the expansion aimed to serve the huge Chinese travellers’ market that the Philippines attracts.
“The Philippines is a great market. We’ve seen tremendous growth on the economy which is going pretty well compared to the rest of the world. We believe they will not limit themselves to the hotels, shops and gambling. While they’re at it, they might as well venture into resorts,” he said in briefing at Marriott Manila in Resorts World.
Marriot currently operates four hotels under two brands in the country. The additional 21 hotels will strengthen Marriott’s branding to a total of 25 hotels by 2024.
After the US, Marriott’s next biggest market is the Asia Pacific with special interest in the Philippines, a market endowed with the qualities of very scenic and relaxing environment populated by hospitable people.
The hotel chain is expected to debut in new destinations including Boracay, Davao and Palawan. It would reopen its Cebu hotel and bring in more brands that include Element, Westin and Ritz-Carlton.
The company said of the 21 new hotels, three will come from the conversion and rebranding of existing hotels and two of them would open this year.
The Pan Pacific Hotel in Manila will be rebranded into Sheraton Manila Bay, one of the brands under the Marriott wing which will open on Oct. 1.
Marriott will also introduce luxury brand Ritz Carlton Hotel in place of Maxim Hotel in Resorts World by 2021.
Other conversion deals include the debut of the Four Points brand with the opening of Four Points Palawan Sabang Beach.
“Conversions are one way we grow our footprint. They allow us to quickly bring hotels into Marriott International’s portfolio, allowing guests to enjoy the benefits of our renowned travel program and providing them with the assurance of a global company. Our successful conversion strategy exemplifies the trust hotel owners have in the Marriott Hotel name,” said Marriott International Asia Pacific chief development officer Paul Foskey.
The hotel chain is currently working with local developers for new properties including Marriott Caticlan in collaboration with San Miguel Corp., Courtyard by Marriott and The Westin Manila Sonata Place, all opening by 2021.
Marriot teamed up with AppleOne Properties Inc. to develop and reopen Marriot Cebu. Marriott’s eco-conscious brand Element will open in Puerto Princesa by 2024.
