Introducing 3 New Ways to Work Anywhere with Marriott Bonvoy™
Marriott leadership has been closely monitoring customer sentiment and emerging trends in hotels and markets around the world. We have been in dialogue almost weekly with our top corporate partners and in touch with a number of companies in the office leasing and co-working space to understand how new company office policies may create new revenue opportunities for your hotels. Today, we’d like to share an update on how we’ve adapted and created a new offering, designed to capture more domestic, local and leisure demand.
With lines blurring between work, school and home, consumers are traveling to escape the monotony of being at home and coming to hotels with new and different needs. We are embracing these new behaviors with a fresh suite of packages that encourage customers to work anywhere with Marriott Bonvoy™. Packages are designed to facilitate the ability to work productively whether for the day, a short stay or an extended resort workcation.
Our global research shows that many customers are facing remote work fatigue. In August, Marriott launched Marriott Bonvoy POV (Point of View), a new community of U.S. members and non-members, to actively monitor customer sentiment. When asked, 42 percent of the Marriott Bonvoy POV Community said they would consider working from a hotel guest room.
Within the industry, many hotels have launched a “day rate” offer; however, our suite of Marriott Bonvoy packages was designed in collaboration with hotels, consumers and corporate partners to solve the different pain points consumers described – access to reliable Wi-Fi, escaping home to get more focus or meet a tight deadline, and the desire to include and entertain a spouse or family members.
Today we are announcing the full suite of Marriott Bonvoy packages that are available to book in participating locations. Members will earn points and receive additional Food & Beverage benefits that vary by hotel. This launch will be supported with a global PR and media campaign which spans a range of digital and social media outlets and partners. The new creative will be woven into communications over the next several months in email messages to members and guests, organic and paid social placements, and through the dedicated offering landing page.
Day Pass is a proof of concept in nine markets allowing customers to find and book a day use room online without having to call the hotel. A guest room becomes an office from 6 a.m. to 6 p.m. Our test runs in nine cities globally with more than 140 hotels participating. Test markets include: Atlanta, Phoenix, Dallas, New York City, Toronto, London, Hong Kong, Singapore and Kuala Lumpur.
A number of corporate partners have expressed interest in testing our Day Pass experience, and we will update you on our learnings as we move forward.
Stay Pass is already available at over 1,500 hotels globally offering expanded hours – from 6 a.m. check in to 6 p.m. check out the following day, plus extra amenities.
Play Pass provides an escape for couples or families who can work and attend school from anywhere. Play Pass is already available at more than 25 luxury and resort properties globally.
Both Stay Pass and Play Pass have been in market since Sept. 15 and, although early, are already seeing strong production with limited marketing and promotion.
For more information, view the press release or visit MGS.
