The entry of the JW Marriott brand into Japan is a testament to the confidence the owner and franchisee community has in Asia Pacific, as well as the company's long term vision, Marriott International says.

JW Marriott Nara became Marriott's 800th hotel to open in the Asia Pacific and will be followed shortly by another brand debut in the form of the EDITION Toranomon in Tokyo, which is expected to welcome guests before the end of the year.

Marriott International Asia Pacific Group President Craig S. Smith said the company also expects the Aloft brand to debut in Japan this year, while the Moxy brand anticipates its first hotel opening in China.

“We remain confident in the resilience of travel, our owners and franchisees, guests and associates as well as the future prospects of lodging in Asia Pacific, our second largest market,” he said.

The JW Marriott Nara lobby. Source: Marriott International

“We are encouraged by recent trends, especially in China, where demand has been driven primarily by domestic tourism, and we will continue to focus on strengthening our footprint in this important, growing market.” 

Marriott International in Asia Pacific has, on average, added close to 80 hotels per year in the last three years, with its pipeline growing by nearly 10 per cent annually over the same time period.

In the first half of 2020 alone, the company recorded 73 new signings, including 43 in the Greater China region. 

In the last three years, Marriott International in Asia Pacific saw a 20 per cent increase in the number of conversion hotels added to the portfolio on an annual basis. 

This year, the company signed Singapore’s first two Autograph Collection hotels – Marriott International’s dynamic collection of independent hotels that champions individuality – both anticipated to fly the Autograph Collection brand flag in 2021. 

The all-day dining at JW Marriott Nara. Source: Marriott International

With six billion domestic trips made in 2019 alone in China, largely attributed to a rise in average disposable income, demand for brands positioned at a moderate price-point such as Fairfield and Moxy has gained momentum amongst both travellers and hotel owners.

To meet this growing demand and support franchisees, Marriott International has introduced an “Enhanced Franchise” model.

Under this model, Marriott will appoint a general manager for the first year of a hotel’s opening to help train and equip franchisees to leverage Marriott’s powerful systems.  

Marriott International recently debuted the AC Hotels by Marriott brand in Asia Pacific with three AC by Marriott hotels in Malaysia earlier this year and the AC Hotels Tokyo Ginza earlier this month. 

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