The Marriott Rewards Members Rate program is a new initiative, set to be implemented by Marriott International in the month of April, that is designed to reward those members who perform booking activities directly rather than through different random agents.
Members who book through Marriott.com, the Marriott mobile app, call centers and partner travel agents will automatically receive a variety of exclusive perks including premium loyalty points, mobile check-in capability and free WiFi in a wide variety of locations including Ritz-Carlton and JW Marriott hotels. Members will also receive the chance to enjoy exclusive access to events like the Super Bowl and various concerts.
The Marriott Rewards Members Rate program is designed to both reward members and also work on dispelling the widely held notion that travel websites are the best and most economical way to enjoy benefits.
What's Driving This Trend
- Direct Booking Rewards
- Travel companies can implement their own rewards program for customers who book directly to incentivize bypassing third-party booking platforms.
- Mobile Check-in Capabilities
- Introducing mobile check-in capabilities for direct bookings can increase customer convenience and reduce operational costs for the hotel industry.
- Exclusive Access Programs
- Providing exclusive access to events and experiences can be a powerful differentiator for brands seeking to reward customers who book directly rather than through online travel agencies.
Who This Affects Most
- Hotel Industry
- Hotels can leverage direct booking rewards programs to compete with online travel agencies and build brand loyalty among customers.
- Travel Industry
- The travel industry can benefit from offering mobile check-in capabilities for direct bookings by increasing convenience for travelers.
- Event Industry
- The event industry can partner with hotels and travel companies to offer exclusive access programs as a way to provide unique experiences to customers and drive revenue.
