The news: Marriott has assigned sales teams a stretch goal of $1.55 billion in group bookings for 2027 across U.S. and Canadian properties it manages, suggesting the hotel chain faces a substantial gap against targets. Global 2027 group sales for Marriott are tracking "flattish," according to Skift reporting.
Why it matters for MICE operators: This signals potential softness in the U.S. and Canadian corporate group market heading into 2027, which affects your ability to negotiate group rates and confirm bookings with Marriott properties. Marriott's aggressive sales posture may result in more flexible negotiations on rates, complimentary services, and attrition clauses—opportunities to extract better terms for your clients. Understanding major hotel chains' sales pressure helps you time your group RFP timing strategically.
The takeaway: Use Marriott's sales challenges as leverage when negotiating group rates and benefits packages for your 2027 corporate group bookings in North America.
Source: Skift via skift.com
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