When the first Le Méridien opened in Paris with more than 1,000 rooms in 1972, it was established by Air France to host flight crew members and guests celebrating the glamour of travel. Fifty years and multiple owners later the brand with some 110 hotels and 30,000 rooms operated by Marriott International is focused on several mid-century renovations.
With the revival of travel, Le Méridien Hotels & Resorts is keen to evolve and create updates that will incorporate modern conveniences that guests seek while reflecting the brand’s history. The brand’s design is embodied by playful, yet aesthetic details inspired by the French Riviera and the relaxed charm of the Mediterranean.
“The renovations are a testament to growth and accentuating and elevating the timeless style that defines our brand, using design as a foundation to encourage guests to linger longer and savor the good life,” Jennifer Connell, global brand leader for Le Méridien and vice president, Distinctive Premium Brands, Marriott International, told HOTELS.
The brand added over 700 rooms on a net basis in 2021 and its global pipeline comprises more than 40 hotels and 11,000 rooms. Connell sees ample growth opportunities in both conversions and new builds, and when evaluating sites for new hotels there are three factors — the location, partnership and business opportunities within the overall market.
“Brand positioning also plays a role, and we always ask ourselves if we can bring our brand to life in that destination,” Connell explained. “Additionally, when evaluating an existing building, we look at whether the structure can accommodate the needs of our brand programming and design strategy. In general, Le Méridien is a perfect brand for strategic conversions and adaptive reuse projects, which are driving the brand’s growth in North America, allowing us to enter mature metropolitan markets more quickly.”
Besides renovating its existing properties, Le Méridien is also looking to expand its global footprint. Its recent openings include Le Méridien Maldives Resort & Spa; Le Méridien Essex Chicago; and Le Royal Méridien Doha. While the brand has over 40 properties in its pipeline globally, its biggest opportunity today is in Asia, with about half of this pipeline located in Greater China.
Additionally, about 30% of the brand’s portfolio is located in resort and leisure markets. “We also continue to see growth in this area given how well the brand experience complements the leisure guest expectations,” Connell added.
Among the new properties slated to open this year are Le Méridien New York, Fifth Avenue; Le Méridien City Center, Doha; and Le Méridien Salt Lake City Downtown. In 2023, the brand expects to debut in Melbourne, Australia, as well as downtown Fort Worth, Texas, and a resort in Hualien, Taiwan.
“Based on growing interest from our target guest — the curious and creative-minded, who are eager to uncover new places, tastes, cultures and aesthetic experiences — we’re pleased with our performance in keeping pace within the competitive landscape,” Connell said.