GOOD DAY, READERS.
Marriott is getting into the rental apartment business. For the first time, the company will lend its brands to buildings whose customers are tenants, not condo buyers.
There's also a loyalty play: "If you rent a unit, you get a special tier of status in the Marriott Bonvoy loyalty program, and we're looking at giving extra points if tenants pay with a co-branded credit card," a Marriott exec told us.
For its condo business, Marriott has been on a growth streak: 55 development deals last year, up about 50% from a year earlier.
For Marriott, the appeal is a capital-light fee stream: developers license the brand to charge premium prices, and Marriott takes a cut of each unit's sale price plus an annual management fee.
Skift IDEA Awards
Marriott is busy validating the rental category. Your team has been defining it.
Put your work in front of judges from Marriott, AvantStay, and Kasa, and winners take the stage at Skift Global Forum. Entries close in one week.
DON’T MISS THESE STORIES
Marriott to Enter Branded Apartment Rentals: W Hotels Comes First in 2027
by Sean O'Neill
The hotel company's first branded apartment rentals, opening in Cleveland in 2027, will mark a new turn for a real-estate business that has become central to its luxury strategy.
Amadeus Has an Answer for AI’s Infinite Search Problem
by Gordon Smith
If airlines can't be seen by the machines, someone has to translate for them. Amadeus would very much like to be that someone.
Airbnb Has Been Trying to Expand Beyond Rentals for 10 Years. Here’s How
by Rashaad Jorden
Brian Chesky has said homes are still the heart and soul of Airbnb, but the ambition to go broader dates back to the company's early days.
ZS + SKIFT
The premium play with the highest return potential will likely come through customers brands already serve. Start with the one or two of these personas who already move through the business in volume, and build from there.
For $7 a week, Skift gives you something the industry is missing – the full picture. Subscribe today for 25% off.
MORNING HEADLINES
SKIFT PODCAST NETWORK
When Argentina played in Kansas City, short-term rental ADRs jumped 107%, and inventory shot up nearly 60% as hosts rushed to list.
In this clip from Good Morning Hospitality, Brandreth Canaley, Michael Goldin, and Jamie Lane break down the real STR data behind the World Cup Messi effect, including what happens to occupancy on the days he is not playing and why non-game days are still running 20% above last year.
SKIFT TRAVEL 200
How are public travel companies performing around the world? The Skift Travel 200 pulls the data you need to understand global market movements. Paid subscribers get full access here.
See more essential travel news in your search results.
