When Marriott acquired Starwood, plenty of commentators started to wonder about the future of several of Starwood’s brands. After all, many of them are small — Starwood wasn’t growing as quickly as investors would have liked, hence the selloff in the first place.
And clearly many of the brands are duplicative with Marriott’s brands. Not all of the brands perform well in their niche for instance Four Points. Even with Starwood’s Sheraton revival plan the Sheraton brand remains a bit of a mess.