For all the talk of financial synergies, scale in dealing with online travel agencies, and the operational skill Marriott brings to managing Starwood hotels, at core there’s still guests of the chain and in particular Starwood Preferred Guest members who drive an outsize portion of room nights. Marriott doesn’t want to lose Starwood’s customers to competitors.
Meanwhile American Express is desperate to find a way to keep its Starwood Amex intact with Marriott buying Starwood.