"Each hotel brand hopefully says something," added Sorenson. "It's got a product definition ... and it meets the expectations of our customers in a way that lets them sort of understand what they're booking within our portfolio. But it's that Bonvoy umbrella branding which is the most important thing."

The fact that Marriott expects Bonvoy to serve as a kind of parent brand for its diverse portfolio could be a tall order for the loyalty program, especially since the platform's moniker has received a mixed response.