Marriott International has entered a strategic cooperation agreement with hospitality company Delonix Group to expand its Tribute Portfolio brand across China.
This long-term agreement is expected to add at least 100 properties to the Tribute Portfolio over the coming years.
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The collaboration will see Marriott International franchising its Tribute Portfolio brand to selected Grand New Century and other hotels managed by Delonix Group.
These hotels will become accessible for booking through both companies’ direct booking channels and will participate in their respective loyalty programmes.
Delonix Group executive chairman Alex Zheng said: “Leveraging the strength of Marriott International’s Tribute Portfolio brand, competitive affiliation cost structure, and robust loyalty programme in China and globally, as well as Delonix Group’s fast-growing Betterwood membership programme, we are committed to offer additional value to hotel owners and elevated travel experiences for Chinese travellers.
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“The agreement represents an unprecedented opportunity to drive the long-term growth of Delonix premium brands and Tribute Portfolio in China.”
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By GlobalDataMarriott International chief development officer for Greater China Gavin Yu said: “With more sophisticated Chinese travellers prioritising authentic destination experiences, we are very excited about this opportunity to bring collection brands like Tribute Portfolio to customers who are looking for distinct, quality lifestyle experiences that resonate with each destination.”
Delonix Group’s portfolio includes hotel brands, with more than 1,400 hotels either operational or under development.
It also includes restaurants and entertainment offerings.
Grand New Century was launched in 2005 under Delonix Group and currently has a portfolio of 180 properties, including more than 50,000 rooms across China.
Tribute Portfolio, part of Marriott International, includes more than 100 independent hotels in about 30 countries and territories.
This agreement comes just after Marriott International with Concord Hospitality started construction of its StudioRes branded property in Fort Myers, Florida in January 2024.
