Marriott sees experiences as lure to boost hotel loyalty program
Points as a form of loyalty isn't for everybody, as rewards are not always immediately accessible - but Marriott is looking to change that
The complexity of point loyalty programs has pushed several travel companies to rethink their strategy, and the most recent to flip the script is Marriott Bonvoy.
Key takeaways
- While loyalty begins with points, it isn’t the reason customers stay with the brand;
- Bonvoy Moments offers members so-called “money-can’t-buy experiences” and the company is rolling out some for as little as one point;
- Giving guests more opportunities to create lasting memories feeds into Marriott’s intention to grow loyalty through experiences.
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