Originally Posted by Horace

Keep in mind that Marriott International follows an asset-light business model. With very rare exceptions, Marriott does not build or own hotels and resorts.

Companies around the world that develop (or acquire and renovate) hotels and resorts choose how to position and brand these properties, as well as how they will be managed.

You could ask why a hotel developer attaches a particular brand to a property, instead attaching another.

In terms of Marriott's positioning of JW Marriott brand, it's now one of 30 Marriott brands. Marriott has been promoting and defining these 30 brands.