These numbers are impressive, to be sure, but the real indication of Marriott International's success might actually be found on Twitter too, where the company has a whopping 416,000 followers, more than double that of its closest competitors. Experts say that as more and more consumers begin to use social media apps on mobile phones as their primary access points to the internet, having a massive social media following such as Marriott International's will increasingly be key to success in the hotel and travel industries.