Aiming to double its presence from 40 to 90 locations across the country, Marriott International’s growth trajectory in India is marked by ubiquitous expansion.
Words by Lipla Negi
As India sharpens its focus on infrastructure and tourism development, Marriott International is moving in lockstep. In an exclusive interview with HotelTALK, Rajeev Menon, President, Asia Pacific excluding China, Marriott International Inc., spoke about India’s incredible tourism potential and the company’s bold plans for the region. As the largest hotel chain in India, he is confident that Marriott’s growth will continue to mirror India’s upward trajectory. “Given our recent signings, India is set to become Marriott’s third-largest market globally within the next 2–3 years. By the end of next year, we expect to have nearly 250 operational hotels in the country. We are also on track to more than double our presence from 40 to 90 locations across India. Our focus remains on getting the right distribution and being in the right places,” he asserted.
Looking ahead, he is excited to celebrate Marriott International’s 100th anniversary in 2027. Read on as Rajeev Menon breaks down why Marriott’s India’s growth strategy is all-in, bold and as bullish as it gets.
What are Marriott’s short-term and long-term plans for this region. Do you see any key challenges and distractions?
India and South Asia remain very dynamic markets. I have been saying for at least last few years that India is shining in the hospitality space as the Indian economy edges towards becoming the third largest economy in the world. There are ample opportunities, and we remain very focused from a long-term perspective in India. It is a strategic market for us, and with all the recent signings that we have had announced in the last six months, India for Marriott in the next three years or so will become the third largest country in terms of number of operating hotels. So, I remain extremely bullish in India overall.
When we talk about Marriott’s expansion, there seems to be a strong focus on the mid-market segment. What is driving your move into emerging regions across India?
We are focused on most major hospitality segments. If you think about luxury, we have the largest portfolio of luxury hotels in comparison to any international brands operating in India. JW Marriott is by far the largest international luxury brand. Now, when you think about full service, be it Sheraton, Westin or Marriott, we have got some great brands in that space.
Series by Marriott marked its initial launch through a founding deal with Concept Hospitality Private Limited (CHPL) in India, a key growth market for Marriott. It is a new collection brand for the midscale and upscale lodging segments. It is focused on the long -term growth potential of the —secondary tertiary and fourthtier cities across the country.There is real economic activity across the country, and we are witnessing a growing emergence of travellers from smaller cities. From a long-term perspective, it is critical to have our presence here and enhance the investment we made in Concept Hospitality, which was a small equity investment with a view to grow ‘Series by Marriott’ across the country.
What is the strategy for enhancing the portfolio in the region, specially tier II cities. Would you look at franchising and third-party management for operating smaller hotels?
One of the key drivers of any brand’s growth is distribution. When our brands are well distributed across the country, it not only strengthens brand awareness but also ensures that the right products are available to our customers wherever they travel. That is critically important to us. With a portfolio of 18 distinct brands in India, now including Series by Marriott, we are well-positioned to cater to a diverse range of travellers, both domestic and international, who are exploring all corners of the country. India, for us, represents a strategically important market—not just for domestic travel, but also as a growing source of outbound international travel.
A key strength supporting this is our loyalty programme, Marriott Bonvoy, which has nearly 240 million members globally. In India alone, that number has grown to over 7 million, and it continues to rise at a strong pace. For us, it is critically important to offer our customers more accommodation options.
Today, across my region—Asia Pacific excluding China—nearly 74 per cent of our hotel occupancy comes from Marriott Bonvoy members. That is a true testament to the strength of our Bonvoy programme.
How do you see the luxury hospitality market unfolding in India? Any emerging trends that signal a strong future for the luxury segment?
Luxury holds tremendous potential in India. Historically, India has had a strong foundation in luxury hospitality, led by iconic homegrown brands that have long defined excellence. As the economy continues to grow and India moves towards becoming the world’s third-largest economy, we are going to see more billionaires emerge from India than anywhere else globally. With that comes rising aspirations and an increasing demand for luxury experiences—including luxury hotels. We see significant opportunity in this space, driven by domestic travel, inbound international tourism and Indian travellers exploring destinations abroad.
When you think about luxury brands, Marriott has eight of the strongest luxury brands one can think of in this space. And we are seeing growth across the board with those brands. At least, six of them are in India as we speak, from our partnership with ITC on The Luxury Collection to the Ritz-Carlton hotels that we have announced, and bringing in EDITION as a brand into India, with the first one announced with Prestige Falcon Realty Venture in Mumbai.
The one aspect that I continue to see globally, including in India, is the focus on wellness. It is now beyond a great spa or a good gym, people are extremely interested in spending more time and money on their personal health. As a result, they are looking out for experiences that help their overall wellness—mental, physical and so on.
Are you rethinking strategies in hotel design and operations to include the influences of Gen Z for the future?
We regularly publish research across key segments, whether it is Gen Z consumers, luxury travellers or Asia-based travellers, to stay ahead of evolving expectations. And we are constantly evolving, not just in terms of our physical product and the services we offer, but also in how guests engage with us. A few years ago, most bookings came through calls or travel agents. Today, the majority are made online. With the growing strength of our Marriott Bonvoy member base, we are seeing more direct bookings through our own platforms.
Sustainability is a key issue today. Please tell us about Marriott’s efforts in this area.
We remain deeply committed to achieving net-zero emissions by 2050. We have already set clear goals for 2030 and are proud to be the largest hotel company with accredited science-based targets in place. Our teams are highly focused on delivering against these commitments and we are making solid progress.
As a leader, I believe we must leave the planet in better shape than we found it. That is a belief that Marriott strongly upholds, and as a company, we are determined to do everything within our power to meet and where possible, exceed those expectations.
“Marriott International will be completing 100 years in 2027″
“Marriott Bonvoy has nearly 240 million members globally, including over 7 million in India”
