Marriott Presses Sales Teams on $1.55 Billion 2027 Goal

Marriott International has instructed group sales teams at its managed hotels across the United States and Canada to close a 1.55 billion dollar gap to goal for 2027 group revenue, according to internal materials reviewed by Skift.

The message formed part of a slide presentation shown this month to a property-level team at a Marriott-managed hotel. Team members were provided with performance incentives to help achieve the target established for December 31. Two additional Marriott employees from separate regions confirmed seeing comparable messaging during team meetings over the preceding two weeks.

One Marriott staff member observed that corporate sales goals frequently represent stretch efforts positioned above standard corporate forecasts. This aggressive push aligns with remarks made this month by Marriott's chief financial officer, who characterized the pacing of 2027 group reservations as flattish during the corporation's second-quarter earnings call.

Stock photo for illustration only, not from the actual event

"Marriott's 2027 group pace was described as 'flattish' by its CFO and appears to trail rivals."

Skift Report

The internal drive stands in contrast to more optimistic assessments regarding next year issued by Hyatt alongside several other hotel owner-operators, while industry analysts note Marriott's trajectory appears to lag behind key sector competitors.

Source: Skift