Marriott looks to refashion Le Méridien’s branding

2 min reading time

Published on 01/08/22 - Updated on 01/08/22

Le Méridien Etoile

50 years on from the brand’s creation in Paris, Marriott International has announced plans to revamp its design and image as well as renovating several properties.

Le Méridien is set to modify and update its image by incorporating modern conveniences for 21st century travellers into its assets, all whilst respecting the brand’s past. The design will feature, in large part, aesthetic details inspired by the French Riviera and the Mediterranean lifestyle.

Much of this revamping will consist of renovations to its mid-century properties. Currently, five properties are under renovation before reopening. An additional two properties are expected to undergo work in the next year.

Le Méridien has 30,000 keys across its 110 hotels worldwide. Following the Covid-19 crisis, it is looking to expand its footprint with three new openings slated for this year and future projects already in the pipeline in Australia, the US and Taiwan. Asia is being targeted as an area of particular growth possibilities by Marriott. New-builds as well as the rehabilitation of existing structures will serve as the strategy upon which Le Méridien grows its portfolio. The brand added 700 keys to its portfolio in 2021 and its global pipeline contains over 40 hotels and 11,000 rooms.

The renovations are a testament to growth and accentuating and elevating the timeless style that defines our brand, using design as a foundation to encourage guests to linger longer and savour the good life. […] Brand positioning also plays a role, and we always ask ourselves if we can bring our brand to life in that destination. Additionally, when evaluating an existing building, we look at whether the structure can accommodate the needs of our brand programming and design strategy. In general, Le Méridien is a perfect brand for strategic conversions and adaptive re-use projects, which are driving the brand’s growth in North America, allowing us to enter mature metropolitan markets more quickly.

Jennifer Connell, Global Brand Leader for Le Méridien and Vice-President, Distinctive Premium Brands at Marriott International

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