CEO Blog

Written by Ravindra Bhagwanani on . Posted in News

Of course, Marriott Bonvoy is not the first hotel loyalty program to go down that road (rather one of the last major ones), but it takes nevertheless value out of the program. In a first step, award charts will be eliminated, but award pricing is promised to remain more or less stable for a transition period of one year. As of 2023, redemption rates will though become much more dynamic and aligned to current hotel rates, what will make it impossible to identify any sweet spots to take a superior value out of the program. While such move makes business sense from a pure corporate perspective, it might not really help to create loyalty though.