Marriott is buying Starwood for the increased clout it gives them in negotiations — with partners, online travel agencies, and everyone else. That’s according to Marriott Executive Chairman Bill Marriott.
From the beginning the narrative around the deal has been that the size and scale of Marriott would help them in negotiating with online travel agencies. And by expanding their footprint they’d also be able to capture more corporate deals, and a greater share of spend from each deal.
Since the deal was struck, and Starwood’s customers started vocally expressing concerns, the idea of acquiring Starwood’s customers became a focal part of the narrative.