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?
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.
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.
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.