I think this is an interesting post.

I do agree that Starwood (SPG) has more luxury properties.

There are some very exceptional J.W. Marriott hotels, but there are also some that aren't much better than a really good Marriott. I think, for the most part, it's all marketing.

There really isn't much difference between the average Marriott, the average Westin, the average Sheraton, the average Renaissance, and the average J.W. Marriott. Basically, the only real difference is the decor is nicer and better quality at some of these brands, some of the amenities are higher end, and the ratio of staff-to-guest is better. Some Marriott hotels, for example, have bellmen and a proper concierge. But that's not a brand standard, insofar as I can tell.

Also, I think Marriott has historically been seen as more business-oriented, which probably explains why Marriott is trying to diversify by making Renaissance more corporate boutique-like, launch more Ritz-Carlton and J.W. hotels, and acquire more brands to capture guests who otherwise wouldn't think of staying at the flagship Marriot that, at least domestically, is probably 25-30 years old.

Years ago, when I was a kid -- I'm in my mid-30s now -- staying at a Marriott with my father was a big deal. I think the brand used to be seen as upscale. Definitely nicer than the Holiday Inn. Now, I don't think the same can be said. The average Marriott and average Holiday Inn aren't really any better than the average Holiday Inn. For its flagship Marriott brand, Marriott doesn't even require hotels to have slippers and robes anymore. I can remember when every room at in a Marriott, at least the executive/concierge rooms, had slippers and a robe -- to say nothing of real stationary and mouthwash.

I will say that the flagship Marriott brand is internationally positioned more toward the upscale to downmarket luxury end of the hotel spectrum than domestically. The best J.W. Marriotts even are internationally whereas the J.W. in Grand Rapids, Michigan, or Miami, Florida, is more like a Marriott internationally.