Rock With Gwen, Ride With Lewis

As Marriott looks to expand its footprint in India, what can loyal patrons expect? It could be tickets to concerts of pop stars like Gwen Stefani. Suckers for speed could go on rides with F1 champs like Lewis Hamilton.

- Aveek Datta and Sourav Majumdar

THERE WAS A TIME WHEN the luxury hospitality experience was synonymous with checking into a grand property, enjoying a well-appointed room, and chilling in the pool or the spa with some good food and beverages for company. While all of that still holds true, today’s young and well-travelled hotel guests are more “demanding” of unique experiences over and above a comfortable stay, says Craig Smith, president and managing director, Asia-Pacific, Marriott International. It is no surprise then that Marriott—the world’s largest chain of hotels since its $13.6 billion acquisition of Starwood Hotels and Resorts in 2016—is mindful of this reality as it looks to expand its footprint in India.

The Marriott group—comprising hospitality brands such as JW Marriott, Ritz-Carlton, St. Regis, W, and Sheraton—operates 116 properties across India and plans to add another 20 in 2019. In an interview with Fortune India, Smith says that many new properties Marriott will be operating in India are owned by existing partners.

Meanwhile, Marriott’s patrons could look forward to earning anything, from access to a Gwen Stefani concert to a drive with Formula 1 champion Lewis Hamilton through its rejuvenated loyalty programme which will focus on experiential rewards and not just free hotel nights. Edited excerpts:

What are Marriott’s future plans in India?

We grew pretty quickly in India even prior to the acquisition of Starwood, and after the acquisition we got access to a lot more hotels in the country. Since then [our] interest in India has grown further and the number of deals for new properties has shot through the roof.