City Express by Marriott is the hotel giant's 31st brand. (Photo Credit: Marriott International)
Marriott International is entering the affordable midscale segment with the launch of its 31st brand, City Express by Marriott, following its acquisition of the City Express brand portfolio from Hoteles City Express.
The transaction increases Marriott's footprint in the Caribbean and Latin America (CALA) by 45 percent to include more than 480 properties across more than three dozen countries, making Marriott the largest hotel company in the region.
The existing City Express hotel portfolio includes approximately 150 properties across five sub-brands in City Express, City Express Plus, City Express Suites, City Express Junior and City Centro. The portfolio includes urban, suburban and extended stay properties in Mexico, Costa Rica, Colombia and Chile.
Marriott said that the City Premios loyalty program is expected to be retired as it is integrated into the Marriott Bonvoy platform in the coming months.
"We are thrilled to expand our portfolio into the fast-growing affordable midscale segment," Leeny Oberg, Chief Financial Officer and Executive Vice President, Development, at Marriott International, said in a statement. "Our goal is to be everywhere our guests want us to be, with the right property in the right location at the right price point. The City Express brand acquisition is an important first step as we enter this attractive segment, allowing us to provide a wider range of choices to our guests, as well as more growth opportunities for our owners and franchisees.”
City Centro - Pool. (Photo Credit: Marriott International)
"With this brand acquisition, we have significantly grown our presence in the Caribbean and Latin America, particularly in secondary and tertiary markets, making us the largest hotel company in the region,” added Brian King, President, of Caribbean and Latin America (CALA), Marriott International. "We see meaningful opportunity to further expand the City Express brand in the CALA region as well as in other locations."
Marriott's Chief Sales and Marketing Officer, CALA, Diana Plazas said that "the opportunity this transaction represents for our customers and City Premios and Marriott Bonvoy members is significant."
"But what is equally exciting is the opportunity to introduce new customers to our broader portfolio of brands through City Express offerings," she added. "We look forward to welcoming new guests to the entire Marriott Bonvoy portfolio."
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