Marriott Hotel / JW MarriottFranchise Cost, Revenue & Review 2026
Data from FDD filing + SBA 7(a) records
FranchiseVerdict summary · 2026
A Marriott Hotel / JW Marriott franchise does not disclose total investment in its current FDD, including a $100K franchise fee and an ongoing 6.0% royalty[2]. The 2026 FDD does not disclose unit-level revenue (no Item 19). Verdict grade: B. Run a live ROI scan →
Data last verified June 18, 2026 · figures per the 2026 FDD issuance
Overview
- Investment
- $100K
- 3rd pct Lodging
- Avg gross sales
- N/A
- 2nd pct Lodging
- Royalty
- 6.0%
- 39th pct Lodging
- Units
- 369
- 45th pct Lodging
- SBA default
- N/A
Quick verdict · Lodging · color = vs category peers
Green = >15% above Lodging avg · No shading = within ±15% · Red = >15% below avg · Source: FDD filings + SBA 7(a)
Data from public FDD filings and SBA records. Not financial advice. Methodology
Franchising since 1968. Systems this mature have refined operations and brand recognition.
20 legal cases disclosed in the FDD. Read Item 3 before signing.
Bottom line
- Total investment $100K including a $100K franchise fee, 6.0% ongoing royalty.
- Item 19 discloses "Average Daily Room Rate, Occupancy Rate, and RevPAR" rather than annual gross sales, so unit revenue is not directly comparable.
- Verdict B (Above Average) with a risk score of 55/100.
- 20 litigation matters disclosed in Item 3, higher than typical. Review the summary for patterns (franchisor-initiated vs. franchisee-initiated).
Item 1 · who you're contracting with
The Franchisor
- Legal entity
- MIF, L.L.C.
- Parent company
- Marriott International, Inc.
- Incorporated in
- DE
- HQ
- 7750 Wisconsin Avenue, Bethesda, Maryland 20814
- Auditor
- Ernst & Young LLP
- Audited financials
- Franchisor revenue
- $103.3M
- vs $147.5M prior year
Overview
About
Franchisees acquire and operate upscale hotel properties under the JW Marriott brand, managing day-to-day operations including housekeeping, front desk, food & beverage, maintenance, and guest services. Franchisees assume capital investment in property, staff, and brand standards compliance while paying 6% royalty on room revenue and 3% on F&B revenue, plus mandatory participation in Marriott's reservation, loyalty, and marketing systems.
- CEO
- Anthony Capuano
- Headquarters
- MD
- FDD year
- 2026
- States available
- 40
Item 7 · what it costs to open + operate
The Vitals
- Total investment
- $100K
- Better than avg vs category
- Liquid capital req'd
- N/A
- Near category avg vs category
- Franchise fee
- $100K – $120K
- Near category avg vs category
- Royalty
- 6.0%
- Gross room sales and food and beverage sales · typical 6–8%
- Ad fund
- 1.0%
- typical 3–5%
- Total fee load
- 7.0%
- vs 9–13% typical
Ongoing fees · Item 6
| Fee | Amount |
|---|---|
| Royalty | 6.0% of gross sales |
| Marketing / ad fund | 1.0% of gross sales |
| Transfer fee | $150K |
| Total fee load | 7.0% of rev |
Financial Performance
This brand's FDD disclosed "Average Daily Room Rate, Occupancy Rate, and RevPAR" in Item 19 rather than annual gross sales. This metric cannot be directly compared across brands, so we omit it from rankings.
vs Lodging averages
How Marriott Hotel / JW Marriott Compares
Unit growth
Item 20 · unit dynamics
The Growth Chart
- Total units
- 369
- Opened
- 7
- Last reporting year
- Closed
- 2
- Turnover rate
- 0.5%
- Company-owned
- 119
- Corporate units in the system
- % franchised
- 68%
- vs corporate-owned
- Net growth (yr3)
- +2.0%
- Net unit change last year
- 3-yr CAGR
- +2.0%
- Compounded over last 3 years
3-year detail · Item 20
- Opened (3yr)
- 5
- Closed (3yr)
- 245
- Terminated (3yr)
- 3
- Non-renewed (3yr)
- 0
- Transfers (3yr)
- 9
- Reacquired (3yr)
- 0
- Franchisor bought back
- Termination rate
- 1.2%
- Franchisor-initiated terminations
Year-over-year franchised unit counts and net change. Source: FDD Item 20.
Item 20 · 5 states with active franchisees
The Territory Map
Derived from franchisee contact records. Shows states with at least one current operator. Not where the franchisor is registered to sell new units (that data is re-extracting in a future refresh).
States derived from franchisee contact records (FDD Item 20). Shows states with at least one current operator on file. Full state registration data (Item 12) will appear on a future FDD refresh.
SBA loan performance
Government records
SBA Loan Data
Aggregated from SBA loan disclosures. This brand has only 6 7(a) loans on file; statistical reliability is limited below 10 loans.
- Total loans
- 6
- Loan volume
- N/A
- Amount data pending
- Median loan
- N/A
- Charge-off rate
- N/A
Historical SBA 7(a) lending data, not predictive of future performance. How SBA charge-off rates are calculated
- Repayment rate (PIF)
- N/A
- 5-yr charge-off
- N/A
- Loans approved 2021+
- Active lenders
- 0
- Defaults
- 0
Explore lender portfolios on Bank Reports or regional data on State Reports.
Risk analysis
FranchiseVerdict rating + FDD Items 3, 5, 6, 12, 17
Risk & Legal
JW Marriott presents moderate-to-cautionary risk: stagnant growth, material litigation exposure, opaque financials, and heavy royalty load without disclosed profitability benchmarks.
Litigation (Item 3)
2 case reference(s): 1 pending, 1 settled.
Largest disclosed settlement: $6
Bankruptcy (Item 4)
None disclosed
Audited financials (Item 21)
Yes · Ernst & Young LLP
Franchisor revenue (Item 21)
Franchisor entity revenue (not unit-level)
Supplier relationship · Items 8 & 16
- Franchisor sells you products: No
- Must buy proprietary products: No
- Restricted to system-approved products: No
Score breakdown · what drove the 55 / 100 rating
- 01MINORMinimal unit growth (2.0% YoY) suggests market saturation or franchisee dissatisfaction in luxury hotel segment
- 02MINORNo Item 19 financial disclosure prevents validation of actual franchisee profitability claims despite 6% + 3% royalty burden
- 03HIGHSignificant ongoing litigation from 2018 Starwood data breach, resort fee investigations, and antitrust claims creates operational and reputational risk
- 04MEDHigh capital barrier and 20-year commitment with no disclosed average net income creates asymmetric risk for franchisee vs. franchisor
- 05MINORLuxury hotel segment vulnerable to economic downturns, travel disruption, and labor cost inflation affecting already-thin margins
Severity inferred from the FDD text · not a regulatory classification
FDD Items 5, 6, 12, 17 · continued from Risk & Legal
Contract & Territory Detail
| Initial term | 20 years |
|---|---|
| Allowed renewalsℹ | 0 |
| Territory type | Radius or specific boundary |
| Protected territory | Yes |
| Online sales rights | Granted |
| Franchisor can compete | Yes |
| Hire a manager? | Allowed |
| Owner-operator | Optional |
| Right of first refusalℹ | No |
| Termination notice | 30 days |
| Curable defaultsℹ | 5 |
| Mandatory arbitration | Yes |
| Jury trial waiver | Yes |
| Governing law | Maryland |
| Litigation count | 20 |
View Item 3 litigation summary
2 case reference(s): 1 pending, 1 settled.
Items 10, 11
Training & Operations
- Classroom training
- 95 hrs
- On-the-job training
- 0 hrs
- Training location
- On-site and franchisor location
- Franchisor financing
- Offered
- Item 10
- POS system
- Simphony POS system from Oracle
- Operating tech stack
Items 5 & 11
Franchisor Support
Technology: Simphony POS system from Oracle
Item 20 · call current owners
Franchisee Contacts
100 owners to call
Name · phone · city · state. Extracted from FDD Item 20
FDD download
Marriott Hotel / JW Marriott · FDD (2026) PDF
Frequently asked questions
Frequently Asked Questions
What do Marriott Hotel / JW Marriott franchise owners earn?
Marriott Hotel / JW Marriott does not disclose average franchise owner earnings in their FDD Item 19. Not all franchisors are required to make financial performance representations. We recommend asking existing franchisees directly about their financial experience.
What is Marriott Hotel / JW Marriott's franchise failure rate?
SBA 7(a) loan charge-off data is not available for Marriott Hotel / JW Marriott (fewer than 10 loans on file). Charge-off rates are one way to gauge franchise risk, but not all franchise loans go through the SBA program. We recommend reviewing turnover and closure data in the FDD and speaking with current franchisees.
How many Marriott Hotel / JW Marriott franchise locations are there?
As of their most recent FDD filing, Marriott Hotel / JW Marriott has 369 total units in the United States, including 245 franchised units and 119 company-owned units. 7 new units were opened in the latest reporting year.
Is Marriott Hotel / JW Marriott a good franchise to buy?
FranchiseVerdict rates Marriott Hotel / JW Marriott as a B-grade franchise with a risk score of 55 out of 100, based on our analysis of investment costs, revenue data, SBA loan performance, and growth trends. Our rating is based solely on publicly available FDD and government data; we recommend speaking with current franchisees before making any investment decision. This is not investment advice.
Data sourced from public FDD filings and SBA 7(a) FOIA records. Not financial advice.
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Data extracted from public FDD filings and SBA 7(a) loan disclosures (FOIA). This information is provided for research purposes only and does not constitute financial, legal, or investment advice. Verify all figures with the franchisor's current Franchise Disclosure Document before making any investment decision.