Are You “Accomplished?” JW Marriott Wants You

The JW Marriott Miami, one of 63 current representatives of the brand. Photo from JW Marriott Miami.

Like every other business these days, it seems, the hotel business is all about branding — the art of distinguishing your hotels from those of other brands.

Every lodging chain from Motel 6 to W Hotels has a brand, and a target customer they believe will respond to that brand. Motel 6 appeals to budget road travelers who apparently arrive late at night. W Hotels appeal to affluent younger arty types, who don’t mind paying big bucks for cool but cramped quarters. Not many Motel 6’ers are going to stay in W’s, and not many W aficionados are going to bed down at Motel 6, no matter how late they leave the light on for ya.

As JW Marriott’s global brand manager Mitzi Gaskins told the travel trade site Skift.com in a recent… Continue reading →