Marriott Bonvoy. A Successful Industry Case Study : Unlocking a Loyalty Programme like Marriott Bonvoy

At the heart of the success of the Marriott Bonvoy programme is the incredibly strong, diverse, and growing portfolio of over 30 brands ranging from midscale, to select service, to extended stay including serviced apartments, premium and luxury brands. Each of Marriott Bonvoy’s offerings has a distinctive point of view, and with its rapidly expanding global presence, spanning 8,800 hotels, there is an offering and a place to stay for every traveler and every trip purpose. Marriott Bonvoy, the company’s loyalty program, continues to expand with exciting new offerings tailored to meet diverse travel needs.

Marriott International is celebrating a significant milestone, marking 25 years of successful operations in India. Marriott boasts 148 hotels in India and 160 hotels in South Asia, offering over 28,000 rooms and showcasing 17 distinctive brands across 40+ cities. The company has reported exceptional growth throughout 2023 and the beginning of 2024, evidenced by 28 new signings that will contribute over 4,600 rooms to its pipeline. In early January 2024, Marriott introduced the Moxy brand to South Asia, with plans for 13 additional hotels to open in key primary and secondary markets across India. With a burgeoning middle class and increased disposable income, Marriott remains optimistic about the future of travel. .

Marriott Bonvoy marks 5 years since its inception and has hit the 200M+ member globally, with 6 million members in India. People today are seeking community and connection by engaging in shared experiences. With its unrivaled array of carefully curated experiences and exclusive access to the world’s biggest events, such as the Ed Sheeran 2024 India Tour, Taylor Swift | The Eras Tour, sleepover in a decked-out suite at the Super Bowl, Australian Open where fans joined clinics with Australian tennis legends; and racing around the circuit in a Mercedes-AMG Petronas F1 Team car. Marriott Bonvoy is more than a traditional hotel loyalty program giving members access to the best in entertainment, sports, arts, culture, culinary, wellness, and more, redefining the way people connect and explore the world.

Through Marriott Bonvoy Moments, we offer once-in-a-lifetime opportunities all over the globe. As Official Loyalty Partners to the Ed Sheeran 2024 India Tour, Marriott Bonvoy members got access to unique experiences. Marriott Bonvoy Moments is the platform where members could use their points earned from travel and everyday activities to redeem exclusive experiences. Members could redeem their points for never-done-before guided site tours one day before the concert, while they were also awarded Marriott Bonvoy Lounge passes that gave them elevated viewing access to the concert. This strategic partnership also gave fans and music lovers the opportunity to participate in an exciting sweepstakes with simple registration to the Marriott Bonvoy program.

By leveraging the size and power of the Marriott Bonvoy portfolio and loyalty program, Marriott continually evolves and innovates adding value for members, while simultaneously providing sustained profitability for owners and franchisees through increasing revenue and decreasing costs.

In August 2023, Marriott Bonvoy in collaboration with HDFC Bank launched India’s first co-brand hotel credit card- the Marriott Bonvoy HDFC Bank Credit Card. The card leverages the strengths of the two brands, offering consumers an unprecedented array of travel benefits, including Silver Elite Status with Marriott Bonvoy, that comes with benefits such as priority late checkout, exclusive member rates, Marriott Bonvoy bonus points and much more.

Marriott Bonvoy on Wheels (MBOW) has done exceptionally well in India. We have seen an extremely positive uptake in terms of revenue in the food delivery spaces. Since its launch, the platform has been adapting to various global trends and consistently looking for ways to maintain momentum and achieve high engagement levels with customers and guests alike. The service is currently available across 30 cities and close to 90 hotels Pan India.

Masters of Marriott Bonvoy brings culinary maestros from around the globe to Indian audiences, is one of the biggest celebrations of world-class F&B experience. Launched in early 2019, Masters of Marriott Bonvoy partnerships are not only an effort to bring global gastronomic excellence to India but also an opportunity to realize the culinary vision of world-renowned chefs. With the vision of bringing global excellence right to our plates, Masters of Marriott Bonvoy has hosted legendary Chefs such as Heston Blumenthal, Massimo Bottura, the Sühring Twins from Bangkok, and the recently concluded association with Dhamaka from New York – Feb 2023. There is an exciting line-up of global chefs and exclusive dining experiences coming up in 2024.

Shaadi by Marriott Bonvoy launched in 2016 ‘with the intent of personalizing a complete wedding experience, from the perfect venue and décor to great food and hospitality. This attitude more evident than when we host weddings. ‘Shaadi by Marriott Bonvoy Reimagined’ is now taking this legacy forward, making wedding experiences more specialized and luxurious. Here, offerings are enhanced with a renewed approach that focuses on personalization and curation, ensuring that each wedding is a truly unique and unforgettable experience. It is a testament of our commitment to our customers, demonstrating that their special day is just as significant to Marriott as it is to them.

Good Travel with Marriott Bonvoy offers guests meaningful travel experiences and opportunities to forge first-hand connections with local communities and the environment.16 active resort & city hotels are part of the programme across South Asia Experiences are pre-dominantly focused on Community Engagement and Environmental Protection. E.g., JW Marriott Mussoorie Walnut Grove Resort & Spa supports afforestation through plantation drives. The Sheraton Grande Chennai Resort & Spa has adopted a village school and takes care of all educational requirements for 25-30 children annually. The W Goa works with guests and locals to maintain the upkeep of 400+ year old Chapora Fort, built by the Portuguese.

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