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May 30, 2019 Owner & Franchise Communications

Marriott Bonvoy™ Activation Updates | May 2019

Following the launch of Marriott Bonvoy in February, efforts have been underway across the enterprise. Marriott Bonvoy, which means “good travel”, offers the program’s nearly 130 million members a portfolio of global brands and 7,000+ hotels, as well as an expansive list of experiences to enrich their travel experiences.

Just three months after introducing the Marriott Bonvoy brand name, the program won the Hotel Program of the Year, Americas recognition by the Freddie Awards, the most prestigious member-generated award in the travel loyalty industry.

To increase consumer awareness of the new brand, a comprehensive global marketing campaign has launched. The campaign encompasses advertising across television, digital video, mobile, print, social media, and cinema, as well as special events, sports and entertainment. In parallel, efforts are underway to drive demand and enrich the member experience, particularly for Elite members.

Elite Recognition

2019 Elite Member Thank You Gift
As part of an initiative to show our appreciation to Elite members, between April 22 and Dec. 31, properties are asked to deliver a letter, signed by David Flueck, Senior Vice President, Global Loyalty, to targeted Ambassador Elite Members. Properties are also encouraged to deliver a local and elevated amenity to accompany the letter (amenities would be paid for by the hotel).

Additionally, beginning May 1, the Marriott Bonvoy team is continuing to engage with targeted Elite members through the gift of an electronic Marriott® gift card, good to redeem for a future on-property experience. These eGift Cards will be delivered through direct email. To prepare to support this effort, properties are asked to review the new task added to the Loyalty 2019 Land-It task list.

Hotels are also reminded that, when recognizing any Elite members, they should not publicly display guest names as this may violate privacy laws.

Expansion of Cobalt Program

Launching June 12, the expanded Cobalt Program, sponsored by Arne Sorenson, will invite an exclusive group of highly influential leaders to receive recognition across participating Marriott brands, with elevated benefits at luxury brands. Associate training in the DLP in support of this program was due May 8.

Ambassador Services Reinforcement

Throughout Q2, hotels will receive Ambassador Services reinforcement as part of other Marriott Bonvoy initiative communications. The Ambassador Service is available exclusively to Marriott Bonvoy Ambassador Elite and Cobalt members, so it is important that hotels understand the basics before the Cobalt Program expands later in Q2. To learn more, and to understand how hotels can now see their Ambassador Liaison in GXP, view MGS.

Member Credit at St. Regis and The Ritz-Carlton

Effective March 28, Marriott Bonvoy BrilliantTM American Express Card and The Ritz-CarltonTM JP Morgan Credit Card cardholders are eligible for a $100 on-property credit on incidental charges upon meeting certain qualifications. Properties are asked to ensure Land-It tasks are completed and impacted associates are familiar with the revenue management and operations procedures to deliver this credit.

Revenue-Generating Opportunities

Member and Meeting Planner Promotions

Member Exclusive Offers
With a broad array of MEO options to help fill rooms now available for all brands, the updated guidelines ensure consistency across brands. The revised chart on the Member Exclusive Offers is available on MGS.

Double Take

  • The newest group offer, Marriott Bonvoy™ Double Take, offers double points to meeting planners for contracts signed by June 30 for meetings held by Dec. 31, 2020. Participating hotels can download the sales flyers and other marketing materials on MGS.
  • Marriott Bonvoy™ members had the opportunity to register for Double Take through May 21. Registered members will earn double points on stays starting with their second stay from March 19 through June 4.

Marriott Bonvoy Tours and Activities

Marriott Bonvoy Tours & Activities offers travel experiences in destinations across the world, such as food and wine tours, culinary classes, sightseeing tours, as well as adventurous excursions like shark cave diving, hot air ballooning and dog sledding. As previously communicated, hotels are encouraged to review the available training and resources to increase revenue opportunities through the platform and their awareness of the program.

Demand-Based Loyalty Pricing

Seasonal pricing – including peak and off-peak – will launch in summer 2019. At the end of Q2, we anticipate hotels will receive implementation tasks and activities to implement this pricing for loyalty redemptions. Land-It tasks will be included in the Loyalty 2019 Land-It task list and action is not required until further notice.

Program Reminders

Updated Terms & Conditions In HPP for Redemption Rate Offers Will Prevent Advance Deposits

Hotels cannot require a deposit for redemption reservations. On June 10, HPP terms & conditions will be updated to lock the credit card guarantee field and add a default cancel policy on all Loyalty Standard, Premium, Cash & Points and Pointsavers redemption rate programs. Following this update, properties will be required to review and update the default cancel policy to match, or be more flexible, than the cancel policy that applies to a cash booking for a standard room. Hotels disproportionately impacted by speculative redemption reservations and high cancellation volumes should review the ‘Cancellation/No Show Policy’ in the Revenue Management Loyalty Reference Guide on MGS. Refer to the Marriott BonvoyTM Loyalty Program Guide for additional information on this policy.   

 

On-Property Activation

New in-hotel collateral, signage and ordering information was deployed to properties, with replacement of legacy-branded items continuing. As a reminder, properties may not create branded loyalty Marriott Bonvoy Elite Keycards or Keycard packets in their hotel visual identity system. However, throughout Q2, Marriott Bonvoy signage, TV DVDs, and Luxury Brand Key Packets has been made available to hotels. View MGS to understand timing and exact materials hotels will receive.

In addition to implementing the new collateral, efforts are underway to bring the Marriott Bonvoy Spirit to life on-property through a variety of activities, including:

  • The activation the new Marriott Bonvoy Connector role, which builds upon the success of the Loyalty Champion concept and brings the Marriott Bonvoy brand to life. Marriott Bonvoy Connectors will be responsible for the implementation of Loyalty 2019 initiatives and will be engaged through a monthly “Connector Kit.”
  • The Marriott Bonvoy Story Video Series explores what Marriott Bonvoy means to associates. Throughout the remainder of the year, associates are encouraged to share their stories via submission form and share the Marriott Bonvoy Story Videos
  • The announcement of the new Marriott Bonvoy Global Awards, which recognizes hotel contributions to building the Marriott Bonvoy Spirit. The global awards will be distributed in Q1 2020 to top performers and those that continuously embody the Loyalty Mindset based on 2019 year-end performance.

Should you have questions related to Marriott Bonvoy, view the 2019 Loyalty Resources page. Or, please reach out to the applicable mailbox below should you need additional support on any of the following topics: