marriott does not care about participation, vs starwood finally getting 100% participation
point of marriott is marketing, luxury collection franchise is unique option among big chains
marriott can do things like contests, photoshoots, and other PR that costs very little
think about the PR value of announcement by marriott, and marriott marketing lists
some marriott guests, especially corporate/wedding, will do paid buyouts and stays
theyre not going to add more villas as that would dramatically drop rates, vs dramatic rise