While I’m not convinced that anything will come of this, Marriott’s CEO has just made some eyebrow-raising comments about an area where the company sees an opportunity. I’m skeptical that this will actually happen, but who knows…
In this post:
Marriott “talking” about opening airport lounges
Today (Thursday, October 30, 2025), Skift CEO Rafat Ali had a discussion with Marriott CEO Anthony Capuano in Abu Dhabi, addressing a variety of topics. One of the more interesting things to come up was regarding Marriott considering opening its own branded airport lounges. Discussing the topic, Capuano said the following:
“I had my senior leadership strategy retreat this summer, and it was one of the topics that came up as really interesting. It’s an intriguing thing. Does it make sense for us to do it independently, or more sense to partner with one of our credit card partners? It’s certainly something we’re talking about. It’s still just an idea.”
I don’t see this actually happening, but who knows
While I find it intriguing that Marriott’s CEO mentioned this, I can’t imagine this would become a reality.
In theory, I can of course understand that Marriott is a hospitality brand, and those who stay at hotels a lot are likely to also travel by air a lot, so there’s some overlap there. That being said, I think it’s safe to say that if there were a lounge network, it wouldn’t be because Marriott wants to do something nice for its guests or elite members, but instead, because it sees an opportunity to monetize the lounges.
And as we know, loyalty programs and monetization typically involves co-branded credit cards. In the United States, Marriott has co-branded credit cards issued by both American Express and Chase. Both banks already have their own proprietary airport lounges.
Is there a world in which Marriott could open its own network of lounges, and tie that in as a premium credit card benefit? In theory, sure. However, this seems counterproductive for American Express and Chase, and for that matter, actually finding sufficient airport real estate to open a robust lounge network would be challenging.
Perhaps the more likely outcome is that we see some premium Marriott cards introduced that offer access to the networks of Amex Centurion Lounges or Chase Sapphire Lounges.
But we also have to be honest, Marriott is only sort of in the hospitality business. Really Marriott is in the counting business… of counting annual increases in the number of rooms in the portfolio, with growth at any cost being the primary objective.
That’s what matters most to Marriott, and the concept of airport lounges just seems like a distraction. But hey, who knows… Southwest Airlines is opening its own lounges, so if that’s happening, I suppose anything is possible.
Bottom line
Marriott management is reportedly discussing the concept of opening airport lounges, either independently, or in partnership with a co-brand credit card partner. While the appeal is obvious, I can’t imagine this will become a reality.
If it were to happen, it would presumably be yet another co-brand credit card play. But given that Marriott partners with both Amex and Chase, and they have extensive lounge networks both independently and with their airline partners, I don’t see where the appetite for this would come from.
What do you make of the concept of Marriott opening airport lounges?
I cancelled all my Marriott alliances (credit card, memberships etc) after 3 horrible experiences in the first year of membership and booking 3 major trips that due to their lack of customer service didn’t go as promised. The on-site hotel staff are amazing and went above and beyond to help. The problems were caused by online experiences booking and even calls to their customers service! Plus my card was jeopardized within the first few months. Beware!
I don't see this happening because Marriott does not make money from their lounges and I think the access requirements would be a problem. Would it be like a hotel lounge if you have status and would you have to prove that day's arrival or departure at a Marriott hotel, for example? Furthermore, unless they can monetize it then I do not think it would work. On the other hand, it could get people to...
I don't see this happening because Marriott does not make money from their lounges and I think the access requirements would be a problem. Would it be like a hotel lounge if you have status and would you have to prove that day's arrival or departure at a Marriott hotel, for example? Furthermore, unless they can monetize it then I do not think it would work. On the other hand, it could get people to check out earlier and have other benefits for the hotels. Especially in the US I don't see where they can find a suitable amount of lounge space.
The Novotel Bangkok Suvarnabhumi Airport Hotel was the subcontractor for most of the non-Thai airport lounge operators. Not sure if through the rebrand that has been taken over but seeing as hotel ownership hasn't changed, I'd assume it's business as usual.
Marriott needs to add lounges to more hotels and keep them open on the weekends. Marriott lounges at Airports - ridiculous. Focus on your hotels.
I think it makes some sense, but only in the context of actually staying at the hotel on airport property. With check-in/out disparity, it's difficult for hotels to conform to the standard check-in at 3, check-out at 11 schedule. I recently stayed in the Marriott Montreal in-terminal hotel. Since I was checking out of a hotel downtown by 11, it left a lot of time for me to waste. In this kind of case, a...
I think it makes some sense, but only in the context of actually staying at the hotel on airport property. With check-in/out disparity, it's difficult for hotels to conform to the standard check-in at 3, check-out at 11 schedule. I recently stayed in the Marriott Montreal in-terminal hotel. Since I was checking out of a hotel downtown by 11, it left a lot of time for me to waste. In this kind of case, a lounge could make sense. Many travelers really don't need a room for the traditional hours, but do need a place to rest up and refresh, and maybe even drop luggage off for a day-trip. Could work very well in the Euro zone where arrivals are banked early in the morning.
However, we all know this won't be any kind of freebie. This IS Marriott we are talking about, and they will monetize every second of that lounge. Use this instead of day rates, which are always expensive and probably a real pain for the hotel to manage.
As the hotel chain continues its race to the bottom, with policies that it lacks the will to enforce at the cost of alienating it most loyal clientele, I can see the attraction of where expanding a losing management team's responsibilities makes sense.
Are they going to call it "Delta Hotels Lounges by Marriott"?
1. Lounges will not directly add to net rooms count. For that reason alone, nonstarter.
2. This would probably require corporate level investment, and leases held at corporate level, not with local investors. Again, nonstarter.
3. One thing Marriott could pioneer in this segment would be the addition of extra fees and surcharges within individual visits. This is a special Marriott skill set, and could transform the lounge business.
NIO Auto ran lounges in airports, pure money burner especially considering how big their lougnes are and at prime location, hopefully marriott can do better.
Here is another idea: How about opening some lounges in Marriott hotels in the USA? This is just an idea .... who knows where it would go...
Marriott is grasping for ideas.
The credit card companies are in the process of co-opting their airline partners. They've been playing the long game of transferring people's loyalty from a specific airline to a specific card ecosystem, and it's working. Even you now recommend most people to focus on getting credit card points which can then be used wherever you can get the best deal.
Lounges are a part of that. Airline lounges...
Marriott is grasping for ideas.
The credit card companies are in the process of co-opting their airline partners. They've been playing the long game of transferring people's loyalty from a specific airline to a specific card ecosystem, and it's working. Even you now recommend most people to focus on getting credit card points which can then be used wherever you can get the best deal.
Lounges are a part of that. Airline lounges are a legacy thing that credit card companies are in the process of destroying by offering free access to much better lounges with their premium cards. Aside from the inertia of having started earlier and thereby having more lounges in better locations, airline lounges are stagnant and credit card companies are busy expanding as fast as they can grab real estate to make airline lounges irrelevant.
There's no way any credit card company would support Marriott building their own new lounges. Marriott of course is welcome to do so, but I doubt any CC company would partner with them.
The other possibility of Marriott offering access to CC lounges is more likely but still not by much. There's no branding advantage to Marriott, and it becomes like the Priority Pass benefit. On the CC side, they've always viewed lounges as loss leaders to drive CC signups, which why they've never monetized them by selling access to other companies like Priority Pass. Why start doing it with Marriott?
Either way, this is probably a nonstarter. CC companies are playing the long game in the loyalty business (and succeeding, if the rate of annual fee increases is anything to go by) and I doubt they'd change course to satisfy Marriott.
Everyone missed the most important keyword.
“I had my senior leadership strategy retreat this summer"
After spending millions on a week long vacation trip filled with coke and exotic dancers, they need to pump out something 'business' to justify the 'strategy retreat' expenses.
I think its a great idea. What a way to put the brand front/center with travelers and also help boost their own card. I think it makes perfect sense - you could fold in the differnet brands (Westin blankets, Ritz Carlton robes in the showers, Courtyard wings and fries). I truly think it could be a very smart move
We’re sort of already there in terms of a Marriott cobrand card offering access to bank run lounges- with the grandfathered but still open to product changes Chase Ritz card offering access to Sapphire lounges.
They have a lounge in Fiji at Nadi airport. It's a waiting area for guests to sit while they wait for the hotel to send a shuttle for them.
More likely the owner of a hotel operating the lounge under their franchise or license.
I came to say the same thing. Actually seemed like quite a nice idea compared to being corralled into a waiting area because the airport police wanted the walways to be entirely empty.
What's the total number of Amex and Chase lounges? 15? 20? It wouldn't be inconceivable for Marriott to open facilities in places where the others aren't present and charge them for letting their cardholders in assuming they can find a formula they're all happy with.
@ThrewAwayBrain you're (still) stating the obvious..Please get an original thought bubble for a change.
Checks calendar...it's not April Fools'...
A great way to charge day-rates plus resort fees and all other kind of fees.
Why not lounge access on check-out day as a buy-up or with select suites and maybe combination of status? It could also drive customers to check out earlier.
That’s a solid idea!
It's worth mentioning that some of their properties already do include lounge access with some suites. It depends on the franchisee.
A Marriott lounge? I look forward to a generous $10 F&B credit where everything is $20 or more.
Ya done got Bonvoy’d, son!
@1990
I doubt you'd ever get to call anybody "son" with your shriveled up appendages.