---
id: "entity-marriott-d3"
type: "entity"
source_timestamps: ["§ Lessons from Food and Travel Aggregators"]
tags: ["hospitality", "case-study"]
related: ["claim-marriott-bot-collaboration", "entity-expedia"]
entityType: "organization"
canonicalName: "Marriott International"
aliases: ["Marriott"]
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-nm-97-retailers-ai-shoppers"
sourceUrl: "https://hbr.org/2025/10/what-should-retailers-do-about-ai-shoppers"
sourceTitle: "What Should Retailers Do About AI Shoppers?"
---
# Marriott

## Marriott

**Entity type:** Organization (global hospitality / lodging brand).

Marriott is the vault's flagship case study of **successful aggregator collaboration**. By enhancing its partnership with [[entity-expedia]] in **2019** — adding last-minute inventory and gaining greater control over the customer experience — Marriott is cited as achieving a **10% revenue CAGR from 2022–2024**, up from **1% between 2017–2019**. This underpins [[claim-marriott-bot-collaboration]] and the contrarian argument [[contrarian-collaborate-with-bots]].

**Caveat (enrichment):** the partnership's existence is documented, but the specific CAGRs are not corroborated in public data, and the 2022–24 window is confounded by post-pandemic travel recovery. Read Marriott as *illustrative*, not causal proof.