Opaque Program Update
The information below will be shared with HPP contacts at impacted hotels along with detailed instructions on required next steps. The information will be shared via the Feb. 17 version of the Weekly Update.
Marriott is committed to helping hotels drive sales of distressed inventory within clearly-defined booking windows. In 2019, Marriott International signed new contracts with Hotwire and Priceline to achieve the following objectives:
- Develop a robust opaque channel portfolio that enhances hotels’ ability to sell short-term, distressed inventory when needed.
- Harmonize the distribution strategy for opaque bookings between the Marriott and SPG portfolios.
- Traditionally, legacy-Marriott brands worked under an exclusive agreement with Priceline, which precluded hotels from participating in Hotwire.
- Legacy-SPG brands leveraged both channels, Priceline and Hotwire, creating a disparity between how the combined portfolio provides inventory to both opaque booking channels.
- Expand the Priceline Opaque Agreement (“Name Your Own Price” bidding model) to include Priceline “Express Deals” recognizing the shift in the opaque market and consumer behavior. Marriott’s previous Priceline strategies had been built only around the “Name Your Price” model.
Phase 1 of the harmonized Opaque Program was launched in May 2019 with the implementation of the Hotwire agreement terms and new opaque rate structure for legacy-Marriott brands located in the U.S., Canada, and CALA. In phase 2, we will align the portfolios by moving the legacy-SPG brands to the new opaque rate structure for Hotwire. In addition, Priceline Opaque will transition and operate on the new opaque rate structure for the combined portfolio.
Additional information, including Opaque Job Aid and Rate Loading Guidelines, are available on MGS. Should you have further questions, please email to rmfieldsupport@marriott.com.
