Marriott, the world’s largest hotel chain with over 9,000 properties, is always looking for more properties to add to its offering. This time, the hotel corporation has made a deal with Sonder to add their apartment-style accommodation to its brands.

Marriott licenses Sonder properties to launch “Sonder by Marriott Bonvoy.”

Marriott has announced a long-term licensing agreement with Sonder, which will allow the company to offer apartment-style accommodations in urban markets, including North America, Europe, and the Middle East.

Sonder was founded in 2014 and primarily offers “apartment-style” accommodation and small boutique hotels. The company has used Airbnb as its distribution channel and has offerings in 44 cities in 10 countries.

These properties will be marketed under a new brand called Sonder by Marriott Bonvoy. As per Marriott’s expectations, 9,000 rooms will be added to the portfolio by the end of 2024, and approximately 1,500 more rooms are in the pipeline. With this, Marriott’s full-year 2024 net room growth is expected to be between 6% and 6.5%.

Marriott Bonvoy members will be able to earn and redeem points for stays at approximately 200 Sonder by Marriott Bonvoy properties later in 2024. Full integration of Sonder properties with Marriott’s digital channels is expected in 2025.

Tim Grisius, Marriott’s Global Officer for M&A, Business Development, and Real Estate, describes this development:

We are excited about the addition of Sonder’s portfolio to our system, which will expand our portfolio of longer-stay accommodations in key markets around the world. Marriott has long believed in providing the right product at the right price point for all trip purposes and generations of travelers. With the planned addition of Sonder by Marriott Bonvoy, we will be able to provide guests seeking apartment-style urban accommodations with even more options in the Marriott Bonvoy portfolio.

Marriott has so far had its long-stay apartment brands in Residence Inn and also has long-stay propositions in Homes and Villas by Marriott Bonvoy and Marriott Executive Apartments. Now, there will be this new brand, with over 10,000 rooms coming into the Marriott system over the years, which is a great win for Marriott and the brand.

We still need to see what earning and redemption opportunities this will open up for Marriott Bonvoy members.

Bottomline

Marriott and Sonder are entering into a licensing agreement. Under this agreement, Sonder’s properties will be available through Marriott channels under a “Sonders by Marriott Bonvoy” brand. Sonder offers apartment-style accommodations and small boutique hotels in major cities in North America, Europe, and the Middle East. Once this materialises, Bonvoy members will have opportunities to earn and redeem points.

What do you think of the launch of Sonder by Marriott Bonvoy?

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