ATLANTA, GA – Hotel Equities (“HE”), a best-in-class hospitality operator and developer, has once again earned the #1 ranking as Marriott’s Top Performing Franchise Management Company (FMC) in the U.S. and Canada for Q2 2026 among management companies operating 51 or more Marriott Select Brand (MSB) hotels, based on Intent to Recommend (ITR) scores.
The latest recognition marks Hotel Equities’ fourth consecutive time earning the #1 ranking, demonstrating sustained leadership in one of Marriott’s most important measures of guest satisfaction and loyalty.
The achievement carries even greater significance for hotel owners following Marriott International’s recent announcement of a new ITR incentive program designed to financially reward eligible hotels that achieve strong guest satisfaction scores. Under the program, qualifying hotels may receive rebates of up to 50 basis points of gross room revenue, funded directly from Marriott’s profit and loss statement rather than shared system funds.
“ITR has always been more than a guest satisfaction score for us,” said David Rosenberg, President, Focused Service Division for HE. “It’s an operating metric that tells us whether we’re getting the fundamentals right at the hotel level. Now, with Marriott putting a direct financial incentive behind ITR performance, the connection between the guest experience and owner returns is even more tangible. For owners, that makes consistent execution incredibly important. Earning the number-one ranking four consecutive times across a portfolio of our size demonstrates that our results are repeatable and scalable, not isolated to a handful of high-performing hotels. We’ve built the systems, accountability and operating discipline to keep ITR at the forefront, and our teams understand that every guest interaction ultimately contributes to the performance and value of the asset.”
With ITR performance now carrying an even more direct financial benefit for qualifying owners, a management company’s ability to consistently drive guest satisfaction has never been more consequential.
Intent to Recommend, or ITR, is a key Marriott performance measure reflecting guest loyalty, satisfaction and brand advocacy. Hotel Equities’ sustained leadership in ITR reflects the company’s commitment to operational excellence and its ability to translate a people-first culture into measurable performance across a large and diverse portfolio.
