For investors eyeing hospitality, owning a hotel under the Marriott brand holds lucrative potential. But exactly how much can you earn as a Marriott hotel franchise owner? If you’re short on time, here’s a quick answer: On average, Marriott hotel owners make between $500,000 to over $5 million in annual profits depending on the property size, location, and efficiency.

In this comprehensive guide, we’ll break down the typical earnings range for Marriott hotel franchisees. You’ll learn the revenue streams, operating expenses, profit calculation, earning potential by hotel type, and tips for maximizing your income as a Marriott owner.

Marriott Hotel Owner Revenue Streams

As a Marriott hotel owner, there are several revenue streams that contribute to your overall earnings. These include:

Room rental revenue

One of the primary sources of income for Marriott hotel owners is room rental revenue. This is generated through the bookings and occupancy of hotel rooms by guests. The revenue generated from room rentals can vary depending on factors such as location, seasonality, and the quality of the hotel.

Marriott hotels are known for their luxurious accommodations and excellent customer service, which can attract a higher number of guests and increase room rental revenue.

Food and beverage sales

In addition to room rentals, Marriott hotel owners can also generate revenue through food and beverage sales. Marriott hotels typically have restaurants, bars, and cafes where guests can enjoy a variety of dining options.

This can include breakfast, lunch, dinner, as well as snacks and beverages throughout the day. The revenue generated from food and beverage sales can be a significant source of income for hotel owners, especially if their hotel is located in a busy area or popular tourist destination.

Event bookings/rentals

Marriott hotels often have event spaces and banquet halls that can be rented out for weddings, conferences, and other special occasions. These bookings can contribute to the revenue stream of Marriott hotel owners.

The revenue generated from event bookings can vary depending on the size and duration of the event, as well as any additional services or amenities provided. Hosting events can be a lucrative revenue stream for hotel owners, as it allows them to utilize their facilities and attract a different clientele.

Retail, parking, amenities

Marriott hotels may also have retail spaces, parking lots, and additional amenities such as spa services or fitness centers. These can contribute to the overall revenue of the hotel owners. The revenue generated from retail spaces can come from leasing to various retailers or offering hotel-branded merchandise.

Parking fees can be charged to guests who require parking during their stay. Additional amenities such as spa services or fitness centers can be offered at an extra cost to guests, generating additional revenue for hotel owners.

Operating Expenses for Marriott Owners

As a Marriott hotel owner, it is important to understand the various operating expenses that come with owning and running a hotel. These expenses can significantly impact the profitability and success of your business.

Let’s take a closer look at some of the key operating expenses you can expect as a Marriott owner:

Payroll and Staffing

One of the largest expenses for Marriott owners is payroll and staffing. This includes wages and salaries for your hotel staff, such as front desk employees, housekeeping, maintenance, and management personnel.

It’s important to carefully manage your staffing levels to ensure optimal efficiency and customer service while keeping labor costs in check.

Franchise and Management Fees

When you own a Marriott hotel, you are required to pay franchise and management fees to the Marriott corporation. These fees cover the use of the Marriott brand name, access to their reservation system, marketing support, and ongoing training and support.

These fees can vary depending on factors such as the size and location of your hotel, but they are an essential part of being a Marriott owner.

Marketing Costs

Marketing your Marriott hotel is crucial for attracting guests and driving revenue. This can include various expenses such as advertising campaigns, website development and maintenance, social media marketing, and participation in travel industry trade shows.

It’s important to allocate a portion of your budget towards marketing to ensure your hotel stays competitive in the market.

Mortgage, Insurance, Taxes

As a hotel owner, you will also have to account for mortgage payments, insurance premiums, and property taxes. These expenses are essential for protecting your investment and complying with legal requirements.

It’s important to work with financial and insurance professionals to ensure you have the appropriate coverage and understand the tax implications of owning a hotel.

It’s worth noting that the specific operating expenses for Marriott owners can vary depending on factors such as the location, size, and condition of the hotel. It’s always a good idea to consult with industry experts and review financial statements from existing Marriott owners to get a better understanding of the potential costs involved.

Average Earnings by Hotel Type

When it comes to owning a Marriott hotel, one of the most common questions is how much money can be made. The answer to this question largely depends on the type of hotel you own. Marriott offers a range of hotel types, including limited-service and full-service hotels, each with their own potential for profitability.

Limited vs. full-service hotels

Limited-service hotels, also known as select-service hotels, typically offer fewer amenities and services compared to full-service hotels. These hotels often focus on providing comfortable rooms, complimentary breakfast, and basic amenities such as a fitness center and business center.

On the other hand, full-service hotels offer a wider range of amenities, including on-site restaurants, room service, concierge services, and more.

When it comes to earnings, full-service hotels generally have the potential to generate higher revenue compared to limited-service hotels. This is because full-service hotels can attract a wider range of guests, including business travelers and those seeking a more luxurious experience.

However, it’s important to note that operating costs for full-service hotels are typically higher as well.

Urban vs. suburban vs. resort

The location of a Marriott hotel also plays a significant role in determining its earning potential. Urban hotels, located in bustling city centers, often have a higher demand and can command higher room rates.

Suburban hotels, situated in residential areas outside of cities, may have a more stable and consistent customer base. Resort hotels, located in popular vacation destinations, can experience seasonal fluctuations in demand but often have the potential for higher rates during peak travel periods.

It’s important for hotel owners to carefully consider the location of their property and the potential market demand in that area. Conducting thorough market research and analysis can help determine the potential profitability of a Marriott hotel in a specific location.

Earnings by number of rooms

The number of rooms in a Marriott hotel can also impact its earnings. Larger hotels with more rooms generally have the potential to generate higher revenue compared to smaller hotels. This is because larger hotels can accommodate more guests, resulting in more room bookings and increased revenue streams.

However, it’s worth noting that larger hotels also come with higher operating costs, such as increased staffing needs and higher utility expenses. Additionally, smaller hotels may have the advantage of lower initial investment costs and a more intimate guest experience, which can be attractive to certain travelers.

It’s important for hotel owners to carefully consider their target market, location, and budget when deciding on the number of rooms in their Marriott hotel. Conducting a feasibility study and financial analysis can help determine the optimal size for a hotel based on the potential demand in the area.

Tips to Maximize Profits as a Marriott Franchisee

Optimize staffing model

One of the key factors that can greatly impact the profitability of a Marriott hotel is having an optimized staffing model. By carefully analyzing the hotel’s operational needs, a franchisee can determine the right number of employees required to efficiently run the hotel without compromising on guest experience.

This involves evaluating peak and off-peak periods, as well as utilizing technology and automation to streamline processes. Implementing an effective staff scheduling system can help minimize labor costs while maintaining high levels of service.

Develop local partnerships

Building strong relationships with local businesses and organizations can be a game-changer for a Marriott franchisee. Collaborating with nearby restaurants, attractions, event venues, and other service providers can result in mutually beneficial partnerships.

By offering special packages or discounts to guests in collaboration with these partners, the hotel can attract more customers and increase revenue. Additionally, partnering with local tourism boards or convention centers can help generate a steady flow of bookings and boost occupancy rates.

Prioritize guest satisfaction

A satisfied guest is more likely to return and recommend a Marriott hotel to others, which directly impacts the franchisee’s profitability. Ensuring exceptional guest satisfaction should be a top priority for any franchisee.

This can be achieved by providing personalized customer service, maintaining a clean and comfortable environment, and promptly addressing any guest concerns or issues. Regularly seeking feedback from guests and implementing necessary improvements based on their suggestions can lead to a positive reputation and increased customer loyalty.

Control operating expenses

Keeping operating expenses in check is crucial for maximizing profits as a Marriott franchisee. This involves regularly reviewing and analyzing expenses such as utilities, supplies, maintenance, and marketing.

By identifying areas where costs can be reduced or optimized, franchisees can improve their bottom line. Implementing energy-saving initiatives, negotiating favorable contracts with suppliers, and leveraging digital marketing strategies can all contribute to lowering operating expenses and increasing profitability.


As a major hospitality brand, Marriott offers owners substantial earning potential, especially with larger, efficient operations. But success ultimately comes down to smart financial management and positioning your property to maximize revenues.

By understanding the key revenue streams, controlling costs, and leveraging the power of the Marriott name, franchisees can thrive with annual earnings from the mid to high six figures or beyond.

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