Marriott CEO: We Want '100% of Your Travel Wallet'
Skift Take
Leaders of Travel: Skift C-Suite Series
What are the top trends impacting hotels, airlines, and online bookings? We speak to the executives shaping the future of travel.Marriott International's CEO and president, Anthony Capuano, who took the helm in 2021, initially had to help guide the company through the pandemic and a boisterous travel recovery. Now the long-term strategy is taking shape.
In a wide-ranging exclusive interview at the Americas Lodging Investment Summit in Los Angeles, Capuano laid out a vision for the hospitality giant: To capture every aspect of customers' travel spending, from midscale hotels to luxury safaris.
"We want to capture as close to 100% of your travel wallet as possible," Capuano said.
Capuano also revealed how the hospitality giant is attempting to shed its bureaucratic weight while simultaneously extending its reach into new corners of the travel industry.
Capuano said Marriott's strategy is already showing results, with the company achieving record growth in 2024 — including 6.8% net rooms growth on what was already the industry's largest portfolio.
Capuano hinted at how the hospitality giant would shift how it told its story. The CEO also gave some tips on how to pitch ideas to him effectively.
Marriott CEO and President Anthony Capuano will be speaking at Skift India Forum in Delhi-NCR on March 17-18.
→ Learn More Beyond Traditional HotelsWhat is shaping up to be the signature of Marriott's strategy since Capuano became CEO in 2021 has been the company's push beyond conventional hospitality.
"We will continue to look for opportunities to meet the need for every trip purpose of our guests and members," Capuano explained. This expansion has recently included:
Safari experiences, including the J.W. Marriott Masai Mara that opened last year. A new outdoor collection with new brands was added in December: Postcard Cabins and Trailborn. About 70% of the customers for these cabins are women, such as those going on girl getaways. The Ritz-Carlton Yacht Collection for luxury sailings now has two vessels. Midscale hotel offerings through City Express and StudioRes brands, which debuted under Capuano. Marriott's team has also accelerated the expansion of vacation homes and rentals under the Marriott Homes and Villas brand, which was only about 2,000 in 2019 and grew to over 160,000 last year. Breaking Records in DevelopmentCapuano is m
