Marriott International is a leading global hospitality company with over 2,600 properties in 65 countries. It started in 1927 as a root beer stand and later expanded into hotels. In the 1980s, Marriott developed the MARSHA reservation system to automate reservations. In the 1990s, it launched marriott.com and implemented an e-business strategy using technologies like Siebel CRM. The Siebel system integrated customer profiles, room inventory, and booking capabilities across Marriott properties. It also enabled cross-selling. By 2002, Marriott's annual sales reached $20 billion through its focus on customer relationship management strategies like personalized service, brand loyalty, and increasing revenue per customer.