Marriott and Bulgari Form Luxury Hotel Partnership

Marriott International entered into a joint venture with the Italian luxury brand Bulgari to establish Bvlgari Hotels & Resorts. This partnership aimed to leverage Marriott's extensive experience in the hospitality industry alongside Bulgari's prestigious reputation in luxury goods. The collaboration led to the formation of a new Luxury Group within Marriott, which was initially based in Atlanta. This group was responsible for managing both Bvlgari Hotels & Resorts and The Ritz-Carlton Hotel Company, thereby enhancing the luxury offerings of Marriott. The initiative was designed to broaden Marriott's luxury hospitality platform, integrating the operational expertise of Ritz-Carlton with the brand recognition and allure of Bulgari. This strategic move not only expanded Marriott's portfolio but also positioned it to attract affluent travelers seeking high-end accommodations and experiences.