Marriott moves toward unification of its three loyalty programs

After months of anticipation, Marriott International released details on its plans to unify its three customer loyalty programs: Marriott Rewards, Ritz-Carlton Rewards and Starwood Preferred Guest.  The new plan will roll out in stages, but for now Marriott will keep all three programs as is.

Starting in August, Marriott will revamp the three programs so that the same points-redemption system applies to all. Members will be allowed to combine their points within a single account to provide seamless ability to book stays and earn or redeem points across 29 of Marriott’s 30 hotel brands instead of having to convert points between programs (Bulgari Hotel brand is the exception).

By early next year Marriott expects to debut a new loyalty brand that will replace all three along with a single reservation system.

Marriot says it will enhance the program in a variety of ways. Among the changes, Marriott said every lodging dollar spent will result in more points, in most cases about 20 percent more, plus members will earn points for food and beverage purchases.  The thresholds required for various perks and status eligibility will be reduced. The new loyalty framework will include five elite status tiers. Lifetime status in both SPG and Marriott Rewards will continue to be recognized. The new loyalty program is also expected to emphasize benefits related to unique experiences for its members such as special tours, access to high-demand events, master classes, celebrity meet-and-greets and more.

For more information on Marriott’s loyalty program plans please visit http://news.marriott.com/2018/04/marriott-international-unveils-unified-loyalty-programs-with-one-set-of-benefits/