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Marriott said that its talks with hotel owners who want a bigger cut of the pie have been "constructive." It's easier for everyone to stay polite about the fee math when profit growth has revived significantly.
Who It Impacts: Hotel owners, franchisees, brand and loyalty execs, and investors weighing brand economics.
What Changed: Marriott forecast revenue per available room would be 4.5% to 5% this year.
What to Watch: Further owner concessions, and whether key money and conversion battles squeeze fee margins.
Skift Commerce Summit · NYC · Nov 11
The Marriott fee fight is the whole question of the afternoon: what is a booking worth to an owner when the guest comes through the brand, an intermediary, or direct, and who keeps the margin as AI agents start to book.
Tyler Morse of MCR Hotels, JetBlue President Marty St. George, and Citi’s head of travel card commerce take the stage next week in NYC, with a hundred commercial leaders deciding where the value in the stack settles next.
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From Skift Research
Brand Proliferation Delivers Diminishing Returns

Source: Skift Research’s State of Travel 2026
Nearly a third of travelers say credit card programs are the most rewarding, beating hotel (26%) and airline (20%) loyalty programs.
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