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Marriott adds its 36th (?) hotel brand in deal with Sonder

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The hotel chains’ insatiable hunger to hoover up more brands continues: Hilton recently acquired of Graduate and Hyatt is reportedly circling The Standard.

Marriott has now announced a 20-year licensing agreement with Sonder, which operates 200 so-called “apartment-style accommodations in urban markets.” This will see Marriott add over 9,000 rooms to its inventory.

Looking at Sonder’s website it has a sizeable presence in London, where it manages 16 buildings. This includes the site that was My Hotel Chelsea near Chelsea Green.

Marriott adds Sonder brand

The portfolio appears to be skewed towards multi-bedroom apartments. Sonder says they appeal to “key demographics, including younger travelers, these assets leverage a digital-first operating model and cater to longer stays.”

Rooms will be listed on the Marriott website as ‘Sonder by Marriott Bonvoy’. Marriott will receive a royalty fee based on a percentage of gross room revenues.

This deal is similar to Marriott’s recent agreement with MGM Resorts Las Vegas or IHG’s deal with Iberostar Beach Resorts. In effect, this is just a marketing and distribution agreement with Sonder retaining control of the brand, properties and management.

Sonder benefits from access to Marriott Bonvoy’s 200 million members, presumably at a cheaper rate than it costs to list on Booking.com and other aggregators. The downside is that Sonder will presumably be forced to stop selling rooms directly from its own website, which would incur no fees at present.

Marriott benefits from adding a significant number of rooms at the stroke of the pen and with minimal day to day involvement. Sonder’s apartment-style properties also give it reach into neighbourhoods with few or no traditional hotels.

The bigger question is how Sonder will sit in Marriott’s portfolio of brands, given it has just launched its own ‘Apartments by Marriott Bonvoy’. That said, with over 30 brands Marriott is clearly not averse (and in some cases encourages) competing/overlapping brands.

You’ll be able to earn and burn points on stays at 200 ‘Sonder by Marriott Bonvoy’ properties later this year, via the Sonder website, whilst full integration on Marriott.com and the app will come next year. We don’t know what elite perks will be offered or whether they will earn 5 or 10 points per $1.

The deal follows a period of serious financial difficulties for Sonder. Marriott is paying the company $15m as a signing fee to give it some breathing space and additional external fundraising has also been announced alongside the deal.


How to earn Marriott Bonvoy points and status from UK credit cards

How to earn Marriott Bonvoy points and status from UK credit cards (April 2025)

There are various ways of earning Marriott Bonvoy points from UK credit cards.  Many cards also have generous sign-up bonuses.

The official Marriott Bonvoy American Express card comes with 20,000 points for signing up, 2 points for every £1 you spend and 15 elite night credits per year.

You can apply here.

Marriott Bonvoy American Express

20,000 points for signing up and 15 elite night credits each year Read our full review

You can also earn Marriott Bonvoy points by converting American Express Membership Rewards points at the rate of 2:3.

Do you know that holders of The Platinum Card from American Express receive FREE Marriott Bonvoy Gold status for as long as they hold the card?  It also comes with Hilton Honors Gold, Radisson Rewards Premium and MeliaRewards Gold status.

We reviewed American Express Platinum in detail here and you can apply here.

The Platinum Card from American Express

80,000 bonus points and great travel benefits – for a large fee Read our full review

You can also earn Marriott Bonvoy points indirectly:

and for small business owners:

The conversion rate from American Express to Marriott Bonvoy points is 2:3.

Click here to read our detailed summary of all UK credit cards which can be used to earn Marriott Bonvoy points.

Comments (65)

This article is closed to new comments. Feel free to ask your question in the HfP forums.

  • Ken says:

    The enormously successful Premier Inn ?

    Attempting to grow in a single market makes much more sense than being spread over several countries.
    They are attempting to double in size in Germany in roughly 18 months, then presumably will look to double again in the following couple of years.

    Enough to keep anyone busy.

    • Swiss Jim says:

      Look at its owners’ share price history. Hardly successful.

      • Rob says:

        It’s an outstanding model, to be fair, which succeeds with no loyalty scheme or other incentives and relies exclusively on (most of the time, and all the time in the ones I use) a very high quality product which spends money in all the right places and keeps cost down by not spending it needlessly in others.

        It is unfortunately too big now to really integrate with the big hotel brands. IHG etc isn’t looking for 800 UK hotels and virtually nothing outside it. I mean …. if Hyatt bought Premier Inn it would add a ludicrous 60% to the size of the company and totally misshape it.

        • Swiss Jim says:

          Share price down over every sensible recent period you want to look at. Dividend yield poor. In what way is that an outstanding (business) model? I agree it works for guests but as an investor? No.

          • Colin MacKinnon says:

            @Swiss Jim Shares at a year low today, so…..

            £1800 for 64 shares, gets you free breakfasts as a shareholder perk.

            Nine nights a year as a couple is a 10% return – plus c3% dividends.

          • Ken says:

            The restaurant/ pub side is a drag, however as far as the hotels go, you can have a great business model but the general macro environment will trump it.

            Uk based consumer businesses have had a tough time over the last 5 years and I struggle to see signs of a huge upturn.

  • john says:

    Tarom only fly a babybus A318 to LHR so they might not have the demand to make London work.

  • Dominic says:

    Taken a look at Sonder seems to have some Dubai hotels, including some slightly bizarre arrangements.

    “Sonder JBR The Walk” appears to share a building (and pool access) for “Rixos Premium” JBR but at a significantly cheaper price. Will they really keep Marriott customers utilizing Rixos facilities (if I’m seeing this right)?!

    • Will says:

      I stayer there when it opened, 5 bedroom apartment something like 300sqm for £250 a night and full access to rixoz facilities.
      Floor to ceiling panoramic windows looking out at the palm.

      Very nice property.

      • TGLoyalty says:

        Actually looking at their properties this is a really positive addition. Look far more upmarket than any other “long stay” brand Marriott has.

  • HH says:

    I’m surprised there’s only one A380 flight as whenever I see Avios availability it’s on the A380. I guess the QSuite flights are more popular? No complaints from me — I prefer the reverse herringbone for daytime flights and the onboard bar is a nice bonus!

  • ADS says:

    “the site that was My Hotel Chelsea on Chelsea Green”

    rather cheeky of them to claim 35 Ixworth Place as being on “Chelsea Green” !

    • Rhys says:

      Rob added this in!

      • ADS says:

        ha ha – i’m guessing Rob spends too much time with estate agents 🙂

    • Mouse says:

      Just looked up Chelsea Green… it must be the most pathetic public park in London!

      • Rob says:

        It’s not a public park! It’s a gap between two roads.

        • ADS says:

          I pass it regularly and rather like it!

          it’s amazing what a few trees and a little bit of green grass does to lift people’s spirits

  • Dev says:

    Im sure the slot sale was Kenya Airways to Oman Air for $80mn … not Air France/KLM. This was prime morning slots that Kenya Airways used for the overnight to Heathrow and day flight back to Nairobi. It also shows the nonsense of an airline being handed a “freebie” that that they can sell, only to gain a 2nd pair of slots some years later.

    (Kenya Airways has operated a 2nd LHR flight for last couple of years using ad-hoc slots. They will not be far off from getting it permanently which they can sell off again if they choose to do so!)

  • Nick says:

    I doubt QR will want to pull out of Gatwick now, unless there’s another significant downturn like covid, because of the increased catchment area it gives them. I think their strategy would instead be to add a third flight and then if anything possibly consider STN as well. The focus at LHR will be optimising their departures at times that most suit them (swapping slots with other airlines if necessary). Then they can market both frequency for LHR and convenience for both.

    • chris w says:

      Surely QR’s strategy at Gatwick is twofold, just like Emirates:
      – Offer additional capacity they can’t offer at Heathrow
      – Service the catchment area around Gatwick that don’t want to fly out of Heathrow

  • Londonsteve says:

    I’ve not flown the route but I’m sad about Tarom quitting Heathrow after over 60 years of unbroken service. They’ll have had grandfather slots and were a piece of Heathrow’s history, like other eastern bloc carriers, many of which are now sadly defunct. I totally understand the commercial rationale to sell the slots as they’ll have likely struggled to generate a good yield on the Heathrow route with little in the way of connecting traffic to or from their own flight due to their alliance having little presence at Heathrow, but it does speak of the dysfunctional London aviation market that these circumstances have even come to pass. Without the incentive of the huge sale price for their slots, as a state run carrier they’d have likely maintained flights to Heathrow for reasons of prestige and because it provided a piece of essential connectivity for the Romanian economy. No sovereign state wants to be entirely reliant on a foreign carrier, in this case BA to provide feeder services to Europe’s largest aviation hub. I wouldn’t be surprised if they don’t launch flights from Gatwick as that’ll be even less yield generating for them with near zero opportunities to pick up transfer passengers and routes to Romania are now totally dominated by LCCs, mainly Ryanair and Wizz.

    • PeteM says:

      This is kind of how I felt about Czech Airlines (three daily slot pairs!) and Malev, but guess times change…

      • Londonsteve says:

        Indeed. I used to be a regular with Malev to Budapest, at one point they had flights from LHR, LGW and STN all at the same time, but that predates the arrival of LCCs on the route which only took off after Hungary joined the EU in 2004. None of the eastern bloc carriers managed to maintain or develop a long haul network other than LOT, so they became largely dependent on point-to-point travellers, then the LCCs came and ate their lunch. Still, I do think a flag carrier integrated into one of the 3 global alliances can theoretically still do decent business flying to Heathrow, the issue for some of these cash strapped airlines is that the potential sale price of their Heathrow slots is an exceedingly tempting way to put cash in the bank. Ironically, it ultimately seems to hasten the demise of the airline in the longer term as the damage done by no longer flying to Heathrow is eventually larger than the cash injection derived from selling the slots. It’s the typical situation of flogging the family silver to repair the roof. It didn’t work for Malev or CSA as evidenced by their eventual bankruptcy and it won’t work for Tarom either. LOT and Bulgaria Air who maintain Heathrow flights are not likely to vanish.

        • Londonsteve says:

          Tarom might have been better served selling the slots to BA at a potentially lower price on the condition that they support their entry into One World. Then, if and when they start flying to LGW, they’d have BA’s network from there for connecting passengers and they can codeshare on the LHR-OTP BA services.

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