By Dustin Stone, HTN staff writer - 11.10.2026
Marriott International has begun moving full-service hotels onto new technology after starting with U.S. select-service properties. CEO Anthony Capuano said on the company’s November 2 earnings call that more than 3,000 hotels had moved to the new systems and that deployments would continue in waves throughout 2027. The move into full-service hotels brings more departments into each switchover, from sales teams managing group room blocks to restaurants posting charges to guest accounts.
Marriott expects to devote 25% to 30% of its projected $1.25 billion to $1.35 billion in 2026 investment spending to the digital overhaul. That works out to roughly $313 million to $405 million for the year. The work spans property management, central reservations and loyalty. CFO Jen Mason said she expects technology spending to ease in 2027 even as the rollout continues.
Agilysys is supplying cloud property management software for Marriott’s luxury, premium and select-service hotels in the United States and Canada. In October, the vendor said its system was live at more than 2,000 Marriott properties and that it had largely completed its select-service installations. Marriott has also selected Oracle OPERA Cloud for property management and sales and event management, and signed an agreement with Amadeus to modernize central reservations. At a large convention hotel, those systems have to keep up when an organizer releases a block of rooms and the revenue team puts them back on sale.
Marriott is also testing a feature in its Bonvoy app that shows eligible elite members where they stand on the complimentary upgrade list before arrival. The app estimates how many upgrades might be available for their reservation. Capuano said Marriott designed the feature to give members more visibility while preserving owners’ ability to sell premium rooms. The estimate could spare a guest a call to the hotel, provided it keeps pace with changes such as a late suite sale or an extended stay.
Hilton already shows eligible Honors members complimentary and paid upgrades at digital check-in. Qualifying members can also use Confirmable Upgrade Rewards to secure a premium room at booking, subject to availability. Marriott’s test gives members a look at the queue before arrival. Hilton’s app gives members a choice when an upgrade is available. Behind the scenes, Hilton developed its cloud Property Engagement Platform with HotelKey to replace OnQ. Hilton CIO Michael Leidinger told PACE Dimensions that his team was releasing updates twice a month to the nearly 5,300 properties on the platform at the time of the interview.
IHG has put more emphasis on selling specific room features during booking. Its Amadeus-powered reservations system lets guests pay for attributes such as a better view or a larger room. IHG said that when guests accepted an offer in 2025, the average nightly increase in room revenue approached $50 at its Luxury & Lifestyle brands and $20 at its Essentials and Suites brands. IHG supports multiple property management vendors across its markets, including HotelKey, Shiji and Oracle. Hyatt selected Oracle OPERA Cloud for its global portfolio. A common system can simplify testing new features across hotels. A choice of approved vendors gives owners more room to accommodate local operations.
Capuano described early feedback from hotels as anecdotal. As more full-service hotels switch over, owners can judge the Bonvoy test by what happens at the front desk and in their premium-room sales. If guests ask fewer upgrade questions and paid premium-room revenue holds up, the feature will have addressed a recurring frustration for travelers while protecting a source of revenue for hotels.