At Marriott, a Massive Makeover

CEO Bill Marriott discusses plans to refurbish well over 600,000 rooms. It's a big move, he admits, but the chain's upstart rivals make it essential

Marriott (MAR ) CEO J.W. "Bill" Marriott Jr., 73, is updating his brand to appeal to younger generations. A stickler for service, the chain is known for its reliable quality, but it lacks the cachet of the chic boutique hotels that are popping up across the U.S.

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