Marriott’s loyalty programme Marriott Bonvoy, with over 200 million members globally, plays a significant role in attracting and retaining guests. Credit: JHVEPhoto via Shutterstock.

Marriott International is experiencing significant growth in the Canadian market, driven by a strategic focus on leisure travel.

The company saw a 36% year-on-year increase in hotel-level leisure revenue in 2023, solidifying its position as a leader in the Canadian hospitality industry.

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Marriott is capitalising on the growing demand for unique experiences by expanding its portfolio of lifestyle brands.

Soft brands such as Autograph Collection and Tribute Portfolio offer developers and hotel owners more flexibility in design and cater to leisure travellers seeking one-of-a-kind stays in attractive locations. 

“In addition to development teams in eastern and western Canada, Marriott International has dedicated sales and marketing teams across [the country],” said Paul Cahill, senior vice-president of Canada operations, Marriott International, in a statement.

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“Our Canadian-based team engages with owners, developers, customers and guests to truly understand what’s important to these stakeholders in this market.”

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Marriott is well-positioned to address gaps in the Canadian hotel market with its focus on upper midscale and extended-stay brands.

Fairfield by Marriott and TownePlace Suites by Marriott are two of the company’s fastest-growing brands in the country, with 52 hotels currently operating and an additional 49 in development.

“Marriott International has experienced strong momentum in Canada due to our dedicated focus on conversions and upper midscale and extended stay brands,” said Noah Silverman, global development officer, US and Canada at Marriott International, in a statement.

“We’re expecting leisure demand in Canada to remain strong throughout 2024, particularly in destinations like Vancouver Island, the Okanagan Valley, Atlantic Canada and the Niagara Region.”

Marriott Bonvoy, Marriott’s travel programme with more than 200 million members globally, plays a significant role in attracting and retaining guests. 

Marriott Bonvoy Moments offers members the chance to redeem points for unique experiences such as access to the Toronto International Film Festival or behind-the-scenes opportunities with the Mercedes-AMG PETRONAS F1 Team.

Marriott Bonvoy has cultivated a strong following among Canadians by tailoring its offerings to the specific needs of the local market. This includes localised marketing efforts and strategic partnerships with popular Canadian entities like Live Nation Canada, the Toronto Maple Leafs and the Montreal Canadiens.