The first notable loyalty schemes that come to mind are those for hotels and airlines. Additionally, if you follow current trends in client retention, you’ve probably heard of the Marriott hotel loyalty programme. Marriott International has nearly 7,000 locations globally with a portfolio of 30 brands that range from long-stay to luxury. There have been numerous articles written about Marriott Bonvoy and its predecessors (Marriott Rewards and SPG), but it’s important to examine the programme in light of best practises for building customer loyalty.

Registration Page

Let’s begin at the front line. On the membership page, existing members can view a summary of the programme, their current point balance, prizes, and other important details as well as sign up for new memberships.

We should start by stating that Marriott Bonvoy is a rather complicated programme. In its portfolio, Marriott has many distinct types of hotels at various pricing points. It is difficult to comprehend how point-earning works because hospitality and travel businesses likewise promote their products depending on peak and off-peak seasons. (Point Accrual has more on this.) Despite this, the advantages are made extremely clear and the system is still simple to use.

Enrollment

Customers can register by providing their name, nation, postal code, and email address via the mobile app or website. Additionally, you have the choice to opt-in to third-party contact and promotional communications.

Marriott just requires a small amount of information to start the enrollment process, and despite a few issues with some of the fields, the registration process was simple and easy.

There was no welcome email sent following registration, which is extremely unusual. This was a missed opportunity for Marriott because businesses typically send welcome emails to newly enrolled members as a nice way to introduce new members and restate some of the top features.

Gaining Ground

The Marriott Bonvoy loyalty programme has two ways to earn rewards: stays and points. Therefore, it is immediately apparent that this is a loyalty programme built on a multi-layered earning structure.

The number of points you’ve accrued and the total number of stays are always visible when you log in. Your hotel costs are determined by the number of nights you spend at a Marriott resort.

Members can also accrue points by booking hotel services (such as spa, golf, dining, etc.), reserving hotel rooms for family or business gatherings, and making purchases from relevant partners like as car rental agencies, airlines, and restaurants.

Even if the calculations are complex and the quantity of points members earn varies based on which property they stay at (some are more valuable than others), one thing is still very clear: the more you purchase, the more you earn.

The credit card is yet another essential—and heavily advertised—aspect of the reward programme. When you apply for a credit card, you can accrue points according to how much you spend.

Finally, clients can simply purchase more points if they have their sights set on a certain reward that is out of their grasp, similar to many airline loyalty programmes.

Reward App

Although the app is advertised in the reward programme, the Marriott credit cards are given more prominence. It would be a prudent move on Marriott’s side to push the app even more because it offers many more easy digital features that aren’t otherwise available.

The software feels more like a booking app than a loyalty system when you aren’t staying at a hotel. Once more, there is a strong focus on advertising the Marriott credit cards.

The Marriott properties’ truly outstanding services start when you check in for your stay. Thanks to features like mobile check-in, mobile key cards, a chat option to connect with the hotel you’re in, the ability to get a replacement toothbrush, set your wake-up time from the app, and request extra housekeeping, it is clear that the app is designed with convenience in mind. All of these amenities might not be accessible during every stay because amenities differ between hotel properties.

App Features
The software is also cleverly designed to encourage new purchases and upsells:

Use the app to make your next hotel reservation.
Food can be delivered to your room, the lobby, or anywhere else.
Monitor the hotel shuttle

The app can be utilised as a mobile loyalty card as well. It includes your membership number and a QR code for identification, making it simple to be recognised on hotel property.

For those that download the app, Marriott came up with the clever concept to “Continue as guest” without logging in. The link was broken when we tested the app, so users had to log in to continue. But it’s a pretty smart idea to let non-members download and utilise your software. Having guest capabilities in the app would enable prospective members see what they’re losing out on, without being “forced” to register, similarly to a Membership website where all the benefits are obvious.

Final Decision

This is a fairly complex programme with a strong emphasis on rewards and advantages that are tailored to almost any kind of consumer. The Bonvoy programme has unquestionably merited its status as one of the top hotel rewards programmes.

For those who are truly interested in understanding each and every point and bonus, point computations might be challenging, but Marriott has made the process incredibly simple for those who simply want to earn and enjoy the experience without giving it too much thought.

Thanks to features like in-app booking, mobile check-in, and the ability to order on-site services both online and in the app, the app really shines in terms of connecting loyalty with practicality. The days of carrying around paper tickets and plastic loyalty cards are long gone!

And Marriott is on schedule, with the exception of a few minor technical snags during in-app sign-up.