The term 'BIG NAME IN HOTELS OR CRACKERS' can be summarized by the crossword solution RITZ, which is a four-letter word. Ritz is a brand of luxury hotels and resorts owned by the Marriott International group, as well as a brand of snack crackers produced by Mondelez International. The Ritz-Carlton hotel chain was founded in 1983 and has since become one of the most recognizable names in the hospitality industry. The Ritz cracker was first introduced in 1934 and has since become a popular snack food.