Marriott Aims to Capture 100% Travel Spending

Marriott International is aggressively pursuing a strategy to capture “100% of your travel wallet,” according to CEO Anthony Capuano. This ambitious goal involves expanding beyond traditional hotels into diverse travel sectors, including luxury safaris, vacation rentals, and yacht cruises. 

Capuano emphasized that this approach aims to enhance Marriott’s pricing power and strengthen brand loyalty. The company reported record growth in 2024, with a 6.8% net rooms increase, signaling early success in this expanded strategy.

Simultaneously, Marriott is focusing on enhancing its Bonvoy loyalty program and luxury offerings to differentiate its products and maintain a guest-centric approach. The Bonvoy program offers various perks, including points accumulation for stays, airline transfers, and opportunities for elite status.

By diversifying its offerings and enhancing its loyalty program, Marriott seeks to become the go-to choice for all aspects of a traveler’s spending, from lodging to unique experiences.