Marriott shifting loyalty from transactional to emotional
Hotel loyalty programs are often associated with earning points for free nights, but Marriott sees their potential to go beyond these traditional offerings
Most hotel chains initially built their loyalty programs around earning and redeeming points for stays. While this remains a core focus for Marriott Bonvoy, the company sees the need for a broader approach.
Key takeaways
- Marriott wants to move from a "transactional relationship to a more emotional one" with its members, reflecting the growing importance of experiences in travel decisions;
- A key focus is forming partnerships that provide immediate rewards, appealing to members who find it difficult to earn enough points for stays;
- Despite recent partnerships, improving loyalty remains a priority for Marriott as it updates its back-end systems.
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