That's the idea anyway. There are also specific traveler personas that they target. For example, Courtyard was originally specifically designed for business travelers. Of course, a huge chain like Marriott has acquired other chains and many of its own brands have morphed over time for various reasons so a lot of the sub-brands end up looking pretty similar to each other. This isn't really hidden from consumers though. Certainly frequent travelers are well aware of the overarching company because of loyalty programs.