Marriott wants 100% of your travel wallet

At the Americas Lodging Investment Summit, Capuano shared Marriott's vision to capture all travel spend, from midscale stays to luxury safaris

Marriott's record growth in 2024 underscores its agility and brand focus. To remain efficient, Marriott has restructured operations and empowered regional leaders. The company is refining its brand positioning, expanding its luxury offerings, and enhancing its Bonvoy loyalty program to drive engagement.

Key takeaways

• Record growth: Marriott delivered 6.8% net unit growth in 2024, adding 123,000 rooms and signing agreements for an additional 162,000 rooms;
• Strategic restructuring: A corporate reorganization reduced bureaucracy and empowered regional leaders to make faster decisions;
• Luxury expansion: Marriott prioritized luxury with 658 open luxury hotels and 266 in development, and appointed a dedicated president of luxury;
• Brand clarity: The company is refining its 30-plus brand portfolio to ensure clear positioning and guest expectations;
• Loyalty program enhancements: Bonvoy now offers more experiential rewards and partnerships, increasing engagement among its 219 million members;
• Leadership philosophy: Capuano favors efficiency over long presentations and credits a team-driven approach for Marriott's success.

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