Didn't want to derail the BC Place / Paragon thread.
Paragon Development and Marriott International Inc. announced today they have agreed to terms for two luxury hotels at Vancouver's new entertainment destination adjacent to BC Place, subject to obtaining internal and City of Vancouver approvals. Paragon and Marriott will be working together on the new JW Marriott, the first in British Columbia, as well as a luxury boutique hotel in Marriott's signature "Autograph Collection.
The JW Marriott brand will bring Vancouver a distinctive, upscale hotel in keeping with Vancouver's beautiful natural surroundings. The luxurious and inviting décor will draw from the province's organic characteristics and provide guests a complement of exceptional hotel services to make their experience special.
The second hotel, an intimate and modern boutique, will be a member of The Autograph Collection; joining a select group of independent and luxury tier properties, each with their own distinct brands and personalities. The new hotel will be the first major urban hotel in Canada to earn this designation and cater to guests who desire a more contemporary and intimate travel experience
If this goes through, Marriott will definitely be the leader in Vancouver in terms of hotel brands. Them having four brands (Marriott, Renaissance, JW, and Autograph) will outpace Starwood's presence of three brands (two Westins and the Sheraton Wall) in the downtown Vancouver area -- not to mention the absence of a boutique or luxury brand for Starwood in Vancouver.
This is more so of a downtown Vancouver analysis. Starwood is well presented in the suburbs with a Four Points, Sheraton, and a Westin in Richmond, a Sheraton in Surrey and the new Element that will be placed in the Sovereign building in Burnaby.
There's been talk about Starwood looking to launch their W brand in Vancouver for many years now without success. I wonder if this will start to put pressure to find a workable partnership soon.