It appears to include everyone who's ever stayed in a room at a Marriott, St. Regis, Ritz-Carlton, Bulgari, W Hotel, JW Marriott, The Luxury Collection, Le Meridien, Renaissance, Westin, Tribute Portfolio, Sheraton, Autograph Collection, Design Hotel, Marriott Executive Apartments, Delta Hotels & Resorts, AC Hotels, Element, Gaylord, SpringHill Suites, Courtyard, Residence Inn, Fairfield Inn & Suites, Moxy Hotels, Protea Hotels, TownePlace Suites, Aloft, Four Points by Sheraton, or Marriott Vacation Club property.
For reference, there are under 130M households in the US and around 200M households in the entire EU.