Reality Check
Unless it is near 100%, standardization is ineffective as it then becomes X percent of hotels and a list of exceptions.
Renaming a hotel takes money: new signage, marketing materials, labor costs to handle everything, and potential loss of business when stays chooses a competitor with "airport" in the name because other chains don't follow this rule of standardization.
Given that there would be no immediate tangible benefits and will actually create a competitive disadvantage for both the franchisee or Marriott, the only way this standardization happen at 100% of hotels is if it's funded by an external source.