Hotel industry analysts say it's a good time for Marriott, and possibly others, to be negotiating, given the strong business environment of recent years.

The "frenemy" relationship between hotels and their OTA partners is ongoing, but hotels acknowledge the distribution reach and the low-risk business model they get from the likes of Expedia, and TripAdvisor.

Member-only pricing discounts and direct campaigns launched by many hotel companies about three years ago have failed to significantly shift the needle in terms of direct bookings.