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.
Impact and considerations
Marriott's soft group booking pace could impact its 2027 performance. For business travelers, increased convention supply may lead to more competitive pricing, but market dynamics should be monitored.
Key points
- Marriott is pushing sales teams to close a $1.55 billion group revenue gap for 2027 via 'Drive to Win' incentives.
- Marriott calls it a routine annual stretch target, not a performance signal.
- CFO described 2027 group pace as 'flattish', trailing rivals like Hyatt.
- New convention supply may be pressuring group demand.
Sources and time
- Primary source
- Skift
- Other sources
- 0
- First source publication
- 1 Sept 2026, 00:10
- Page published
- 1 Sept 2026, 00:43
- Last updated
- 1 Sept 2026, 00:10
- Original links
- Skift Feed：Marriott Presses Sales Teams on $1.55 Billion ‘Gap to Goal’ for 2027 Groups (opens in a new tab)Primary source · en · Published 1 Sept 2026, 00:10