Marriott Presses Sales Teams on $1.55B 'Gap to Goal' for 2027 Groups

Internal materials seen by Skift reveal Marriott is pushing group sales teams at its managed hotels in the U.S. and Canada to close a $1.55 billion group revenue gap to goal for 2027 via its 'Drive to Win' incentive program. Marriott characterizes this as a routine annual stretch target, not a forecast or performance signal. However, the push coincides with the CFO's description of 2027 group pace as 'flattish' and appears to trail rivals like Hyatt. Analysts suggest new convention supply may be softening demand.