For now there are still two loyalty programs, SPG and Marriott Rewards. The accounts can be linked but the long-term goal is to offer a single program. "That requires a lot of technology; reconciliation of rules, bonus points, black out dates. We're a good year away from that," Sorenson says.

So are there more brands on the horizon for Marriott? Sorenson says "yes" noting that Marriott represents just 7% of the global brand industry. "At the moment we just have our hands full," he adds.