Skift Take
Some hotel chains, such as Marriott, feel they have no choice but to get into homesharing. Marriott is trying to turn it into a loyalty play to keep its customers engaged with the brand.
Marriott did not take the plunge into alternative accommodations for immediate financial gains, but the move is a key new piece of its strategy to keep its customer base engaged and loyal.
Marriott Chief Financial Officer Kathleen Kelly Oberg said the amount of money it is investing in its new Homes & Villas website, and any profits it expects aren't material to the chain's financial results.
"On the financial impact, both from an investment standpoint as well from a profitability standpoint, it's really de minims," Kelly Oberg said. "And hopefully over time, it'll be something that will be kind of worth pointing out a number to you. But for the near term, I certainly — I wouldn't expect it to be anything meaningful at all."
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