Marriott International and Chinese e-commerce company, Alibaba Group, have formed a new joint venture “to redefine the travel experience for the hundreds of millions of Chinese consumers travelling abroad and domestically every year.”
The JV leverages Marriott’s portfolio of more than 6,200 properties comprising 30 hotel brands spanning 125 countries and Alibaba’s digital retail expertise to reach over 500 million mobile monthly active users across its platforms.
Marriott said in a press statement the partnership would draw on the resources of both companies to manage Marriott’s storefront on Fliggy, Alibaba’s travel service platform (formerly Alitrip).
The JV will also market directly to Alibaba’s customer base, and linked both Marriott’s and Alibaba’s loyalty programmes. It will support Marriott hotels globally with content, programmes, and promotions customised for the Chinese traveller.
The JV leverages on resources of both companies to enhance the Chinese traveller experience
Additionally, the deal will provide user-friendly technology solutions for the Chinese consumers to plan their travel and curate customised experiences for them.
Alipay, Alibaba’s mobile/online payment platform, will be accepted at Marriott hotels in select markets with expansion in other parts of the world in the planning.
China’s travellers are expected to take an estimated 700 million trips over the next five years. Marriott’s owners and franchisees globally will benefit by capturing a greater share of this growing Chinese travel market, as well as lower distribution costs associated with the partnership.
Marriott president and chief executive offier Arne Sorenson said the JV, which he termed “a priority”, would introduce the group’s hotels worldwide to this “new and growing traveling class”.
• Featured image credit: danefromspain/iStock
