SAHIC: Marriott´s Bojan Kumer discusses the company´s sustainable and strategic expansion

Leading this mission is Bojan Kumer, the company's Regional Vice President of Lodging Development, who detailed the challenges and opportunities of expanding the brand.

Growth with purpose

According to Kumer, the company does not expand without first conducting a detailed market study. "We have to conduct a market study to see if the brand works in that location," he explains. This analysis takes into account the destination's profile, financial viability and the sustainability of the project.

In the Caribbean, the priority has been the luxury market and the all-inclusive segment, which Marriott launched in 2019 and already has 34 hotels in operation. “We have always had a lot of interest from investors in the Caribbean, mainly because most of the guests come from the United States and Canada. They know our brands and seek the standards we offer in those countries,” highlights Kumer.

South America also presents a variety of opportunities, with projects aimed at both the high-end and mid-scale segments. "In the main cities, we are looking for luxury projects, but also opportunities in the mid-range segment. Always with the focus on offering the best return for investors," he emphasizes.

Government and Infrastructure Partnerships

Expansion in the Caribbean requires working closely with local governments, especially to ensure adequate infrastructure. “Many islands are small, and air connectivity is essential. Without frequent flights, it is difficult to guarantee high occupancy and a good return for investors,” he explains.

Kumer cites the example of Dominica, which was not on Marriott’s radar before the new airport was built. “Now, with the airport and the government’s support, we can look at hotel projects on the island.”

In Central America, El Salvador stands out as an emerging destination. "We signed a luxury project there, something that would have been unthinkable three years ago. But with improvements in security, interest in tourism has grown," he says.

Sustainability as a priority

Marriott also invests in sustainability to attract large investors and meet new market demands. "When it comes time to renovate a hotel, we encourage owners to invest in sustainable solutions. Although it has a higher initial cost, there is a guaranteed return," explains Kumer.

The company seeks environmental certifications for its hotels and invests in ecological practices that attract large corporations. "Companies such as Microsoft, Google and Pepsi have sustainable goals and choose hotels aligned with these objectives to hold their events and accommodations," he points out.

Technology and innovation in the hotel sector

Another pillar of Marriott's strategy is technology. "We are investing heavily in artificial intelligence to improve our operations and better understand our guests," Kumer reveals. Although he did not give details, he guarantees that the changes will transform the way hotels operate and interact with guests.

New brands and expansion in Latin America

Marriott’s growth in the region includes strengthening strategic brands. City Express, which focuses on the mid-scale segment, already has 153 hotels in Mexico and is expanding to other Latin American countries. “Last year, we signed 16 new contracts for the brand in the region, including markets such as Argentina, Bolivia and Peru,” says Kumer.

In Brazil, the Westin brand has been standing out, especially in the wellness and resorts sector. "Our first all-inclusive in Brazil, the Westin Porto de Galinhas, has been a great success," he comments.

In addition, luxury brands such as JW Marriott and W Hotels are gaining ground. "We opened the first JW Marriott and the first W Hotel in São Paulo. The latter, opened in December, is the first W in South America with branded residences," he highlights.

The expansion also includes soft brands, such as Tribute Portfolio, which will have a new hotel in Manaus. "The former Tropical Hotel will be renovated and reopened under the Tribute brand in the third quarter of this year," Kumer said.

The Future of Marriott in Latin America

With a solid and sustainable expansion plan, Marriott continues its growth trajectory in the region. "Our focus is always on offering the best return to investors, ensuring that each project is viable and aligned with market needs," concludes Kumer.

The SAHIC Latin America & The Caribbean, Hotel & Tourism Investment Forum, takes place at the Fairmont, in Rio de Janeiro, on March 24th and 25th. 

Report and photo: Mary de Aquino.