Loyalty programs are an important way to attract and retain customers. Often, they offer rewards, discounts or other special incentives for your brand loyalty and are an important aspect of the revenue stream.
This morning the Marriott Bonvoy program began offering a STATUS MATCH for elite members from other hotel loyalty programs to encourage people to book at their hotels. Let’s look at the details.
Let’s get the small minor details out of the way…to register for this challenge, you have to be a Marriott member. If you’re not a member, simply JOIN HERE. It’s free and easy to do.
Now, if you have elite status with Accor Live Limitless, Hilton Honors, IHG Rewards Club, or World of Hyatt, you’re eligible.
Interestingly, Marriott is only extending this to an undisclosed number of registrants so if you’re interested, I would encourage you to register ASAP.
Here’s how this works:
1. Accor Live Limitless
Accor Gold members will be matched to Marriott Bonvoy Gold
Accor Platinum and Diamond members will be matched to Marriott Bonvoy Platinum
2. Hilton Honors
Hilton Gold and Diamond members will be matched to Marriott Bonvoy Platinum
3. IHG Rewards Club
IHG Platinum and Spire Elite members will be matched to Marriott Bonvoy Platinum
4. World of Hyatt (WOH)
WOH Explorist members will be matched to Marriott Bonvoy Gold
WOH Globalist will be matched to Marriott Bonvoy Platinum
After logging into your Marriott Bonvoy account, you will be asked to indicate which of the four programs you have status with and at what level. You will then be prompted to upload both proof of your status with that specific chain AND proof that you have stayed with that chain at least once in the last 12 months (e.g. a folio).
Once that is complete, you will immediately receive either Gold or Platinum Bonvoy status. However, in order to maintain status through February 2022, you will have to stay the following number of nights:
- In order to maintain Gold status, you have to stay five (5) nights within 90 days
- In order to maintain Platinum status, you have to stay fifteen (15) nights within 90 days
To put those numbers into context, to obtain Marriott Bonvoy Gold and Platinum status, normally it requires 25 and 50 elite nights, respectively.
For those that have status through a credit card (e.g. IHG Platinum status through the IHG Rewards Club Premier Credit Card, all you have to do is show that you stayed one night at an IHG property, and you could have Marriott Bonvoy Platinum status. Normally, that would be a great offer. However, the effort it will take to stay 15 nights (out of the next 90 days) for Marriott Platinum status could be burdensome.
I give Marriott credit for trying to be creative in their efforts, but this is hardly an offer that will encourage people to stay at their hotels.
Here’s the rub…Marriott has temporarily suspended elite guarantees (e.g. room upgrades, complimentary breakfast, elite lounge access, etc.) so you may not get the experience that you’re paying for. And what is the point of having status if the perks are inconsistent or even non-existent!?
What do you think about this challenge? Are you going to go for the match?