How is your property positioned in Istanbul’s luxury sector? USPs, comp set, guest profile
In Marriott there is classic luxury, that are 3 brands: St. Regis, Ritz Carlton and JW Marriott. We are one of them. We are third JW Marriott in Turkey and second in Istanbul. We are positioning ourselves competing against our luxury brands such as mentioned St. Regis and Ritz Carlton as well as the other luxury brands such as Shangri-la, Fairmont, all downtown and Bosphorus line luxury hotels.
JW Marriott Hotel Istanbul Marmara Sea is the first luxury hotel to open the in Marmara Sea region in Istanbul. As of now, we are the number one JW Marriott around the globe in terms of guest satisfaction. We are aiming to obtain five stars from Forbes star ratings. So we claim to be the number one and best JW Marriott in the world. Our comp set are downtown and Bosphorus luxury international brands.
Because of your location, to what extent is your property more or less leisure?
We are around % 65-70 leisure. Our main business mix is leisure and the rest %25-30 is corporate. When we say corporate, it is not only corporate individual, it is also including business meetings. We have 1900 sq meter event space and we are organizing a lot of MICE events. Despite being located in a peaceful area, guests can easily commute to famous leisure spots such as the Old Town within 15 minutes. This convenience attracts repeat guests who appreciate the tranquility and accessibility to historical and touristic site
Tell us more about how your F&B and wellness offerings are conceived?
Regarding wellness, we consider ourselves a wellness hotel, boasting the largest spa in Istanbul spanning 6000 square meters in cooperation with the Swiss brand La Vallée. We are dedicated to obtaining a five-star Spa rating from Forbes. Our spa features 8 treatment rooms, two indoor pools, one outdoor pool, sauna, and various amenities catering to all needs.
We offer two main dining outlets: Akira Back, serving Japanese cuisine, recently awarded the Michelin 2023 Recommendation and Gault Millau 1 toque; and Ceres, our Mediterranean-influenced all-day dining venue offering buffet breakfast and à la carte lunch and dinner. Additionally, we have the Vitola cigar lounge, The Pearl Lobby Lounge, and Sail Bar during the summer season.
To what extent do you attract locals?
Locals rank within our top 5 nationalities. F&B and spa services are particularly attractive to them, along with hosting various meetings. Additionally, locals opt for long-weekend stays and organize numerous business meetings and events at our hotel. Being situated in a residential area, locals naturally gravitate towards our all-day dining and spa facilities. We receive many inquiries for local weddings and successfully organized several weddings last year. Our aim is to become a destination wedding venue in the coming years, appealing to both local and international clients.
How has the guest profile changed? Are you targeting new source markets?
Catering primarily to contemporary luxury travelers aged between 30-50 seeking opulent amenities and comfort, JW Marriott also attracts millennials and families with our friendly atmosphere and accommodations. While the Middle East remains a key target market, being an American brand, we welcome guests from the USA and Latin America, with Brazil and Mexico being specific targets. India is a growing source market for weddings, and we are also focusing on attracting guests from China.
In the context of the 2 wars and economic crisis, how do you see 2024? What are your expectations?
We remain optimistic about the tourism potential for our country and Istanbul. Despite the challenges posed by recent conflicts and economic downturns, Istanbul has a significant untapped potential, with a minimum of 30 million annual visitors. We anticipate Istanbul’s visitor numbers to double, making it a key hub for business development. Consequently, international hotel chains are projecting to double their facilities in Istanbul over the next 5 years.
Is there a recipe for achieving consistency in service?
Consistency in service relies on morale, motivation, and comprehensive training. Our team’s satisfaction is paramount, as happy and well-trained staff ensure guest satisfaction. We prioritize providing the best privileges and career growth opportunities for our team members. Marriott’s global presence offers numerous career advancement opportunities, fostering motivation among our staff.
How do you create and maintain desirability?
Desirability stems from our hotel’s design, which receives widespread acclaim for its modernized Anatolian motifs and abstract design elements inspired by the Marmara Sea. Our focus on guest satisfaction is evident in our status as the top-ranked JW Marriott globally for guest satisfaction. Positive online reviews and word-of-mouth recommendations enhance our desirability, as transparency is crucial in the digital age.
What novelties shall we expect in 2024?
So, we just opened our residences partially at the end of last year. So our main goal is to open the other half of the residences. We have the first JW Marriott branded residences in Turkey. It also provides us the flexibility of one bedroom, two bedroom, three bedroom accommodations. And if you consider the demand from the Middle East market and the families etc. that will a big novelty for us to be able to have the full inventory of open residential.
Our residences, being Turkey’s first JW Marriott Residences brand, the units with 5 different categories will be the new choice for guests ranging from individual stays to large families.
Located in one of the most prestigious neighborhoods of Istanbul, Ataköy, JW Marriott Residences allows guests to experience modern and refined luxury to the fullest, providing a rejuvenating stay for guests mentally, physically, and spiritually. Residence guests also have the privilege to experience the hotel’s world-renowned Swiss spa brand, La Vallée SPA, and the only restaurant in Turkey by Michelin-starred chef Akira Back.
Other than that we are higher goals that I have already mentioned getting Forbes five star as hotel and spa as well as getting Michelin star for our restaurants.
Which are your top 5 favourite off-the-beaten track tips in Istanbul?
I recommend exploring the Anatolian side, particularly Baghdad Street, for its vibrant atmosphere and array of shops. Istanbul’s lesser-known museums and galleries offer enriching experiences beyond the well-known palaces. Fisekhane and Baruthane, located in our neighborhood, are hidden gems boasting various cultural attractions. Istanbul’s gastronomy scene provides diverse options, with many restaurants earning Michelin stars and recommendations. Finally, consider visiting the Princes Islands for a peaceful weekend getaway, offering car-free environments and serene surroundings.
Okan Karadag, General Manager, JW Marriott Marmara Sea, Istanbul
