Marriott is taking 30% off room rates at more than 40 hotels in the U.S. including the Residence Inn in Mobile, Ala. and the Fairfield Inn in Albany, N.Y. With a promotional code, guests can book a hotel room for as low as $79 per night, compared to the average lowest rate of about $107 a night.
"Beat the crowds for Black Friday deals by staying near your favorite shopping destination," Marriott said on its website.
The promotion will end on Sunday, Nov. 28. The company will then begin offering slightly lower discounts on Monday.
For Cyber Monday, shoppers can book rooms for as low as $83 per night at Marriott hotels worldwide.
In a research note Tuesday morning, KeyBanc Capital Markets analysts referred to the phenomenon of companies launching deals throughout the month as "Black November," which could actually decrease sales on the shopping frenzy holiday.
"Given consumers continue to shop earlier and outside traditional channels, we believe headline numbers coming out of Black Friday (and the weekend) may be soft, although underlying consumer trends will likely be more robust," the firm said.
Online deals that begin before Black Friday like Marriott's, and even the discounts that launch during the holiday weekend, will increase pressure on traditional brick-and-mortar stores that do not have strong e-commerce platforms, according to KeyBanc analysts.
Earlier this month, Marriott reported revenue of $3.77 billion for the recent fiscal third quarter, higher than last year's third quarter revenue of $3.58 billion but below analysts' expectations of $4 billion in revenue.
Shares of Marriott rose 56 cents, equal to about 72%, to $77.85 on Tuesday.
(Amazon.com is held in the Growth Seeker portfolio. See all of the holdings with a free trial.)