When broader economic issues cause a slowdown, or breakdown, in the industry, the most important tool in the toolbox for Marriott International is brand relevance, according to EVP and CFO Leeny Oberg.

That means “keeping up with the new and latest, greatest trends of what our customers want in the various brands,” as well as “working with our owners to keep those hotels new and fresh with the design and the state of the product that our guests are staying in,” she said. The company’s loyalty program, Marriott Bonvoy, plays a big role in that effort.