Marriott has gone from producing high-thread-count bedsheets to a YouTube Web series designed to entertain younger travelers. But its biggest play yet for Millennials was agreeing to buy Starwood Hotels and Resorts, with its strong presence in the lifestyle brand category.
Marriott CEO Arne Sorenson, who will lead the merged companies, said part of Starwood’s appeal was its strong presence in the lifestyle brand category. Its hotels, such as W Hotels and Aloft, are known for their edgy design, creative food and beverage offerings and hip public spaces — all features that appeal to younger travelers.
