Marriott’s Homes & Villas unit is taking a different approach to the home-sharing business than many of its competitors, focusing its growth on the company’s vast pool of loyalty members.

This resource — Marriott Bonvoy — members is not a cap to Homes & Villas growth as some have claimed, Vice President Jennifer Hsieh said at the Skift Future of Lodging Forum on Thursday. Instead, she said this is a differentiator that a source of strength. “The industry has not anchored itself around a loyalty program,” Hsieh said of the short-term rental sector. “We lean into it.”

Listen now for her full conversation with Skift Senior Hospitality Editor Sean O'Neill.

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