1 · POSITION
Safmar Hotel Group's Moscow directory reads partly as a record of changed signs. It places the National, former Marriott hotels, the former Sheraton Palace and former Holiday Inns within a common portfolio. For hospitality history, the important continuity is the individual building and operating business, alongside the discontinuity in its international affiliation.[1]
2 · FAMILIAR HOTELS, DIFFERENT NAMES
The current directory explicitly pairs Safmar Tverskaya with Moscow Marriott Tverskaya, Safmar Grand with Moscow Marriott Grand, and Safmar Aurora Lux with Moscow Marriott Royal Aurora. Safmar Palace is identified as the former Sheraton Palace. These pairings make older guidebooks intelligible while showing why a historical brand name is insufficient for describing a hotel's present status.[1]
3 · AN UMBRELLA AFTER 2022
The group's own timeline dates the consolidation under Safmar Hotels to 2022. That year also brought Marriott's announcement that restrictions made continued operation or franchising in Russia impossible. The two records describe different levels of change: one concerns a local hotel group and its identity, the other an international company's withdrawal. They do not establish identical termination dates for every property.[2, 3]
4 · MORE THAN THE SIGN OUTSIDE
Safmar markets a common loyalty programme and services for meetings and events across its portfolio. Its directory also names the National on Mokhovaya Street, formerly affiliated with The Luxury Collection. These arrangements give the group a continuing commercial identity, while each hotel's address and older name preserve a separate history that an umbrella brand cannot replace.[1]
5 · ⚑ CANDOUR
⚑ Previous Marriott, Sheraton, Hilton or Luxury Collection associations should never be presented as current merely because an old name survives in a directory or registration field. Nor does portfolio membership alone establish the precise legal ownership of every asset. Safmar's claims to preserve international service standards are company statements, not an independent assessment of present guest experience.[1, 2]
Sources & Further Reading
Sources checked 24 September 2026.