While Marriott recognizes Airbnb as a competitor, its current strategy is being driven by pressure from the online travel agencies. In general, Marriott serves a distinctly different market than Airbnb, although that could change. In the meantime, Marriott is looking toward expansion, operational excellence, and a booming loyalty program to cement its future.
Fortune: Marriott: Why It's Expanding as It Fends Off Airbnb, 2017-Jun-14 by Shawn Tully
So far, Sorenson’s strategy of building scale is working. The OTAs’ share of bookings remains flat at around 8%, and more new hotels are signing with Marriott and other branded hoteliers than ever before. The combined rewards programs are growing faster than ever, says Marriott, at around 1 million new members a month. As long as those higher-margin direct bookings remain strong, Marriott’s owners will be happy and its business healthy.