[Brand discussion] Marriott's Luxury Collection vs. Hilton's LXR
#1
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[Brand discussion] Marriott's Luxury Collection vs. Hilton's LXR
I'm not sure where this fits in the scheme of the Marriott/Starwood forums, so I'm starting it off as a new thread and will see where others/the mods take it.
Many of us legacy SPG folk have a familiarity with The Luxury Collection as being a literal collection of luxury-level properties with independent identities sharing a common, relatively loose brand that permitted said identities to shine through while conforming to some semblance of unified brand standards. Hilton has recently launched/revived the LXR brand and is positioning it as a luxury-level brand of independent properties in the 'luxury' tier as opposed to Curio Collection's positioning in the 'upper upscale' tier and Tapestry playing in the 'upscale-upper upscale' tier. Essentially, what they've done is mimic Marriott with the following:
Is this a matter of time before Marriott pipes up and rips Hilton over it la Denizen, or is this all's fair in [competition] love and war? Would be interesting to know what you guys think or make of it.
khabah
Many of us legacy SPG folk have a familiarity with The Luxury Collection as being a literal collection of luxury-level properties with independent identities sharing a common, relatively loose brand that permitted said identities to shine through while conforming to some semblance of unified brand standards. Hilton has recently launched/revived the LXR brand and is positioning it as a luxury-level brand of independent properties in the 'luxury' tier as opposed to Curio Collection's positioning in the 'upper upscale' tier and Tapestry playing in the 'upscale-upper upscale' tier. Essentially, what they've done is mimic Marriott with the following:
- The Luxury Collection - LXR
- Autograph Collection - Curio
- Tribute Portfolio - Tapestry
Is this a matter of time before Marriott pipes up and rips Hilton over it la Denizen, or is this all's fair in [competition] love and war? Would be interesting to know what you guys think or make of it.
khabah
#3
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many on FT care and obsess over these things
same with waldorf and st regis, although waldorf brand was created in order to sign 3 management contracts with 1 company
luxury collection > ITT Sheraton > CIGA
https://en.wikipedia.org/wiki/Starwo...ury_Collection
https://en.wikipedia.org/wiki/Sherat...ury_Collection
hyatt has unbound
same with waldorf and st regis, although waldorf brand was created in order to sign 3 management contracts with 1 company
luxury collection > ITT Sheraton > CIGA
https://en.wikipedia.org/wiki/Starwo...ury_Collection
https://en.wikipedia.org/wiki/Sherat...ury_Collection
hyatt has unbound
Last edited by Kagehitokiri; Dec 11, 2018 at 2:48 pm
#4
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I wish Hilton all the best of luck. The Marriott Luxury Collection is a fantastic group of properties where you get significant benefits by being a frequent guest of the group (or indeed Marriott in general). I would love Hilton to assemble a comparable group and I would send them an appropriate amount of business if they did. I doubt it will be easy for them though - not a whole lot of properties of that calibre and/ or history just floating around.
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#6
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on the flip side re brands, having many brands is about catering to developers
hilton is competing by being more flexible, marriott has 25% more hotels
wonder if marriott / starwood proposed st regis flag to buyer of mandarin oriental vegas (went with waldorf)
LXR >
presume owner wanted marriott to franchise st regis and W, good they said no
no mention in hilton financials, so may be more like design hotels and SLH ?
https://en.wikipedia.org/wiki/Sherat...ury_Collection
In 1998, Starwood Hotels & Resorts Worldwide, Inc. acquired ITT Sheraton, outbidding Hilton.
hilton could have gotten luxury collection, i think most happy they didnt
hilton is competing by being more flexible, marriott has 25% more hotels
wonder if marriott / starwood proposed st regis flag to buyer of mandarin oriental vegas (went with waldorf)
LXR >
presume owner wanted marriott to franchise st regis and W, good they said no
no mention in hilton financials, so may be more like design hotels and SLH ?
https://en.wikipedia.org/wiki/Sherat...ury_Collection
In 1998, Starwood Hotels & Resorts Worldwide, Inc. acquired ITT Sheraton, outbidding Hilton.
hilton could have gotten luxury collection, i think most happy they didnt
Last edited by Kagehitokiri; Dec 11, 2018 at 4:28 pm
#7
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That's not completely true. Yes, there is a large marketing aspect to loyalty programs, but there are actually tangible benefits that directly affect customers. Marketing (like coming up with a new name for a collection of luxurious properties) does not.
#8
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now confirmed it's franchise, so because no franchise for st regis (& W)
it is a very good thing that marriott does not franchise those top brands
ir.hilton.com/~/media/Files/H/Hilton-Worldwide-IR-V3/quarterly-results/2019/q4-2018-earnings-release.pdf
Dubai : Marriott management of St Regis / W / Westin to be terminated 31 Jul 2018
whether hilton can sign properties like in starwood/marriott luxury collection remains to be seen
hilton is doing ok with waldorf, but not necessarily great so far, not doing franchises
it is a very good thing that marriott does not franchise those top brands
ir.hilton.com/~/media/Files/H/Hilton-Worldwide-IR-V3/quarterly-results/2019/q4-2018-earnings-release.pdf
Dubai : Marriott management of St Regis / W / Westin to be terminated 31 Jul 2018
whether hilton can sign properties like in starwood/marriott luxury collection remains to be seen
hilton is doing ok with waldorf, but not necessarily great so far, not doing franchises
Last edited by Kagehitokiri; Mar 7, 2019 at 7:30 pm