This page serves as a comprehensive hub for the latest news mentioning Marriott, aggregating information from all our trusted sources. It provides visitors with up-to-date insights, industry developments, and key updates related to Marriott’s operations and initiatives. By consolidating news from multiple channels, the page ensures that readers receive a thorough and current overview of the company’s activities and industry standing.
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Tracy L. Prigmore Advocates for Increased Female Leadership and Capital Access in the Hospitality Industry
💰 Tracy L. Prigmore, a former healthcare executive, transitioned into hotel ownership to align her passion for real estate with guest experience. She founded “She Has a Deal” to support women in hospitality. In 2025, the industry saw increased female leadership, but funding remains a barrier. Prigmore’s 2026 outlook emphasizes proactive diversity and inclusion efforts, advocating for women to create their opportunities rather than waiting for them.
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Global Bleisure Travel Market Valued at $315.3 Billion in 2022, Projected to Reach $731.4 Billion by 2032
📅 In 2024, 54% of business travelers took at least two bleisure trips, combining work and leisure. A striking 76% have extended business trips for leisure. In 2022, the global bleisure market was valued at USD $315.3 billion, projected to reach USD $731.4 billion by 2032. With 89% of travelers desiring leisure on business trips, hotels and airlines adapt, with business stays increasing by 20%. Marriott and others see bleisure as key to attracting Millennials and Gen Z.
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Hotel Executives at IHIF Discuss Adapting to Early-Stage Travel Decisions Driven by Social Media and AI Tools
📈 In Berlin at the International Hospitality Investment Forum (IHIF) this week, executives from Hilton, Marriott, TUI, Minor, and Kempinski discussed how they are adapting to traveler behavior changes. With travelers deciding their trips earlier via social platforms, recommendations, and AI tools, hotels must adjust their marketing strategies. Peter Krueger, TUI Holiday Experiences CEO, emphasized the shift, noting people now search for experiences like “best diving spots in Africa,” rather than specific hotel types.
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Dreamscape Hospitality Assumes Management of 153-Room Courtyard by Marriott Bradenton Sarasota/Riverfront Hotel
🏨 Dreamscape Hospitality assumed management of the 153-room Courtyard by Marriott Bradenton Sarasota/Riverfront, located along the Manatee River in downtown Bradenton, Texas. The hotel offers amenities like an outdoor pool, fitness center, and event space. It features The Bistro for dining and is near the Bradenton Area Convention Center and Sarasota-Bradenton International Airport, catering to both business and leisure guests.
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Nancy Curtin Morris Reflects on Four-Decade Hospitality Career and Advocates for Women’s Leadership Opportunities
📈 Nancy Curtin Morris started in hospitality over 40 years ago with Sheraton, progressing to roles at Marriott International, including regional and national positions. Now with Hotel Equities for 16 years, she is completing her PhD on barriers to women in the C-suite. In 2025, she noted that while opportunities exist, women often don’t seize them. Looking towards 2026, she sees endless opportunities for diversity in hospitality, emphasizing mentoring and inclusivity.
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Marriott and Google’s AI Integration Highlights Hospitality’s Struggle with Personalization and Outdated Systems
💻 Personalization in hospitality, often hampered by outdated systems, is evolving with innovations like the Marriott-Google AI integration. This enables direct bookings via AI, circumventing OTAs. The split digital journey—between marketing and transaction layers—remains a barrier to true personalization. Effective personalization integrates customer intent with real-time data, offering genuine hospitality products instead of fabricated “offers.” Addressing this requires collapsing digital layers for seamless guest engagement and holistic experiences.
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Marriott Expands in Vietnam with 10 New Hotels Adding 4,500 Keys by 2030; Independent Hotels Face 5.4% RevPAR Decline.
🏠 Marriott signed 10 Vietnam hotels, adding 4,500 keys across Phu Quoc and Vung Tau, debuting W Hotels and Moxy from 2027-2030. Hotels with strong F&B see 18.6% higher RevPAR, transforming F&B from a cost center to a booking driver. Independent hotels face a 5.4% RevPAR decline, losing ground to OTAs. Signals Lobby raised $2.2M for an AI booking platform, reducing response time by 75% and increasing conversion rates by 15%. World Cup 2026 demand shows a modest 1.7% RevPAR…
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Hyatt Expands AI Strategy to Engage Travelers Earlier, Competing More Directly with Online Travel Agencies
📈 Hyatt is leveraging AI to capture travelers early in the booking process, enhancing sales efficiency and productivity. Hilton’s partnership with YOTEL hints at a platform-style model for hotel brands, while Marriott’s new trademark for “Matter Hotels” could signal a brand expansion. United Airlines plans to add over 250 aircraft, focusing on long-term demand. An unusual incident involved a possum found in an Australian airport gift shop. Sarah Dandashy and Katie Cline discuss these travel industry developments.
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Hawkins Way Capital Rebrands Best Western Plus Pepper Tree Inn as FOUND Hotels, Santa Barbara, Series by Marriott
🏨 Santa Barbara, California—In March 2026, Best Western Plus Pepper Tree Inn rebrands as FOUND Hotels, Santa Barbara, Series by Marriott. This 150-room hotel is strategically located near downtown, offering courtyards and two pools. In September 2025, Hawkins Way Capital and Marriott International announced a partnership to convert six properties to FOUND Hotels, Series by Marriott. Guests can enjoy complimentary breakfast and parking. Santa Barbara remains a popular destination for weddings and events.
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Marriott Commits Over $1 Billion to AI and Technology by 2026, Aiming to Lead Hospitality Innovation
🛠️ Marriott plans a $1 billion investment in AI and technology by 2026. Major hotel brands like Marriott, Hilton, Accor, and Hyatt are developing individual AI systems. Despite personalized local experiences, there’s a global fragmentation of traveler data across different ecosystems: airlines, hotels, dining, and banking. The key future challenge is creating an intelligence layer that integrates motivation across these systems without relying on identity, unlocking the full potential of traveler-based intelligence in hospitality.
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OTH Hotels Resorts Expands Portfolio with Management of Courtyard and Wyndham Gettysburg, Adding 400 Guestrooms
🏨 OTH Hotels Resorts added management of Courtyard Gettysburg and Wyndham Gettysburg in Pennsylvania, adding 400 guestrooms. The Courtyard offers 152 rooms, 2,000 sq. ft. of meeting space, and a bistro. The Wyndham features 248 rooms, 62,500 sq. ft. of event space, and a 9,000 sq. ft. ballroom for up to 600 guests. This expansion brings OTH’s portfolio to 18 hotels across the eastern U.S. Both hotels are near Gettysburg National Military Park.
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Hotels Must Embrace Flexible Booking and Agile Pricing to Capture Demand Amid Shorter Booking Windows in 2026
🏨 In 2026, hoteliers must navigate uncertain travel demand with agility in pricing, marketing, and guest experience. Flexible cancellation policies are crucial as search trends show increased interest in “cancel for any reason” insurance. Marriott’s Leeny Oberg notes 40% of U.S. transient bookings have a window under four days. Updating messaging to highlight flexibility and safety is essential. Hoteliers should react swiftly to last-minute bookings and monitor economic factors impacting traveler costs.
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Former Marriott Griffin Gate Employee Reflects on 45-Year Career Development in Hotel Industry Starting in Lexington
🏨 In 1981, at the Marriott Griffin Gate Resort in Lexington, Kentucky, a college student began his career in hospitality. Initially inexperienced in hotel etiquette, he drew on nine years of customer service experience from his family’s craft shop. Supported by effective leaders like John Larocca and Ralph Trent, who emphasized detail and professionalism, he developed essential skills. This environment, fostering growth, eventually launched many into top industry positions.
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Dreamscape Hospitality to Manage 153-Room Courtyard by Marriott Bradenton Sarasota/Riverfront Starting March 24
🏨 Dreamscape Hospitality will take over management of the Courtyard by Marriott Bradenton Sarasota/Riverfront on March 24. 🗓️ The 153-room hotel, located by the Manatee River in downtown Bradenton, offers river view rooms with amenities like an outdoor pool, a fitness center, and event spaces. 🌊 Conveniently near the Bradenton Area Convention Center and Sarasota-Bradenton International Airport, Dreamscape aims for operational excellence and guest satisfaction while expanding its portfolio of Marriott-branded properties. 📈
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Marriott and Sun Group to Launch 10 New Hotels in Vietnam, Introducing W and Moxy Brands by 2030
🏨 Marriott International and Sun Group have inked a deal to open 10 hotels and resorts in Phu Quoc and Vung Tau, Vietnam, marking the debut of W Hotels and Moxy Hotels in the country. These properties, totaling nearly 4,500 keys, are set to open from 2026 to 2030. The agreement involves eight Marriott brands, with the largest being the 826-key Phu Quoc Marriott Resort & Spa. This expansion aligns with Vietnam’s booming tourism market.
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OTH Hotels Resorts Expands into Gettysburg Market with Management of Courtyard and Wyndham Hotels, Adding 400 Rooms
🏛 OTH Hotels Resorts, based in Williamsburg, Virginia, expands into Gettysburg, Pennsylvania with new management contracts for Courtyard Gettysburg and Wyndham Gettysburg, adding 400 guestrooms. The Courtyard offers 152 rooms, a fitness center, and 2,000 sq. ft. of meeting space, while Wyndham boasts 62,500 sq. ft. for events and 248 rooms. Both hotels enhance OTH’s portfolio to 18 properties across the eastern U.S., strategically growing in key leisure destinations.
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NorthPointe Hospitality Announces Executive Team for Lawrence Hotel, Opening 2026 as Lawrenceville’s First Boutique Hotel
🏨 Lawrenceville, GA — Opening Summer 2026, The Lawrence Hotel, a Hilton Tapestry Collection property, will be Lawrenceville’s first boutique hotel. General Manager Chase Wynn, with over 15 years of experience, and Director of Sales Helen Thomas, bringing 20 years of expertise, lead the hotel. Chef Dominic Simpson, with 25+ years, will introduce Southern and Mediterranean dishes. This four-story, 120-room hotel includes two dining concepts and 6,000 sq. ft. of event space, aiming to elevate local hospitality standards.
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Hilton Expands by Adding 5,700 Rooms via Partnership with Yotel, Unveils New “Select by Hilton” Strategy
📈 Hilton’s deal with Yotel adds 5,700 rooms without acquiring the brand, marking a shift towards asset-light expansion. Under the “Select by Hilton” umbrella, the agreement serves as a growth model in the hotel industry. In 2024, IHG partnered with Novum Hospitality, adding over 100 hotels to its portfolio, increasing it by 1.9%. Marriott and MGM Resorts, as well as Hyatt and The Venetian, have similar loyalty licensing agreements.
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Travis Murray Appointed as Executive Vice President of Operations for MXR Hospitality, Partnering with RREAF Holdings
📈 Travis Murray, with nearly 30 years in the hospitality industry, was appointed as the inaugural Executive Vice President of Operations for MXR Hospitality in Germantown, Tennessee. Murray, previously with McNeill Hotel Company since 2018, will oversee hotel portfolio operations and focus on expanding third-party hotel management for MXR, a partnership of RREAF Holdings. His experience includes 14 years at Marriott International in various management roles.
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Yotel Partners with Hilton for Global Distribution and Loyalty Alliance, Aiming for 100 Hotels by 2031
📈 Yotel partners with Hilton in a strategic distribution and loyalty alliance, not an acquisition. By 2031, Yotel aims for 100 global hotels. Hilton’s loyalty program has over 240 million members. This collaboration boosts Yotel’s scale, visibility, and credibility, solving distribution challenges. Hilton enhances its platform without capital investment. Risks include Yotel’s potential brand dependency and Hilton’s increased complexity. The partnership exemplifies a shift from brand portfolios to brand platforms, challenging OTAs’ dominance in hospitality.
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Brookfield Asset Management Wins 10th Annual HAMA Europe Award for Moxy Barcelona Project After €28 Million Refurbishment
📈 Brookfield Asset Management won the 10th Annual HAMA Europe Asset Management Achievement Award for the Moxy Barcelona project, announced at the IHIF EMEA conference in Berlin on March 24, 2026. Brookfield acquired the 414-key Expo Hotel Barcelona in September 2021 and invested €28 million in refurbishments, leading to its rebranding in October 2024 under the Moxy brand. This transformation significantly increased asset valuation and demonstrated the importance of strategic asset management.
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Avion Hospitality to Manage Hilton DFW Lakes, Expanding Portfolio to 40 Hotels in Dallas–Fort Worth Market
📍 Avion Hospitality is managing the Hilton DFW Lakes Executive Conference Center in Grapevine, Texas, as of recently. The hotel, owned by Highline Hospitality, features 397 rooms and over 60,000 square feet of meeting space, strategically close to Dallas/Fort Worth International Airport. This addition brings Avion’s portfolio to 40 hotels nationwide. The partnership aims to enhance the hotel’s strong reputation for business travelers in the Dallas–Fort Worth market.
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Sarah Peters’ Hotel Ranked in Top 6% of North American Marriott Properties for Guest Feedback in 2025
🏨 Sarah Peters, a hotel general manager since 2020, has led hotels in Indiana, Kentucky, and Colorado, with her team ranking in the top 6% for Marriott guest feedback in 2025. She oversaw The Ritz-Carlton’s restaurants from 2013 to 2016. In 2017, she joined White Lodging, supporting hotel openings and advancing to general manager. Nominated for AHLA’s FORWARD ELEVATE program in 2025, Peters highlights the importance of diversity, inclusion, and female leadership in hospitality.
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NEWH Announces 2026 Pinnacle Award Nominees: Stacy Elliston, Leigh Mitchell, Trisha Poole, and Stacy Shoemaker Rauen
🏨 NEWH, Inc. announced nominees for the 2026 Pinnacle Award, to be presented March 27, 2026, in Washington, D.C. Nominees include Stacy Elliston, Leigh Mitchell, Trisha Poole, and Stacy Shoemaker Rauen. Elliston, founder of HIVE Collaborative, has 30+ years in hospitality. Mitchell, a Northern California representative, organized NEWH Leadership Conferences. Poole founded Design Poole Inc. in 2000, with projects like Richmond Marriott Short Pump. All nominees exhibit significant contributions to the hospitality and NEWH communities.
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Resident Hotels Rebrands as The Sirius Hotel Group, Plans to Expand Portfolio to 31 Hotels in 6-10 Years
📑 Resident Hotels rebranded as The Sirius Hotel Group in 2025, targeting growth from 11 to 31 city center hotels within 6-10 years. The group excelled in hotel conversions, notably transforming Sleeperz into Four Points Flex by Sheraton, enhancing asset values and operational efficiency. The Resident Edinburgh, opened end of 2024, highlighted expertise in office-to-hotel conversions. With NPS scores above 85 and strong TripAdvisor rankings by March 20, The Sirius Hotel Group builds on its reputation for high investor returns.
