Marriott Bonvoy: Less for Loyal Customers

Reduced Benefits for Loyal Customers

Recently, I came across an intriguing detail about the Marriott Bonvoy program — if you hold a membership card, your ability to earn rewards per stay is actually lower than that of non-members. According to insights from Capital One Shopping, this doesn’t imply that Marriott undervalues loyal customers; rather, they are willing to invest more to attract new guests who may have never stayed with them before.

The Disparity Between Members and Non-Members

Capital One Shopping highlighted this discrepancy on their site — between “Non-Members or Basic Members” and “Premium Members.” While the specific rates may vary, the reality is that Marriott allocates a larger budget for bookings from non-members and basic members compared to premium customers.

A Misleading Message

This can be seen as an unfortunate message from Marriott — that you will receive less if you choose to be loyal to them! Economically, this makes sense, but it truly represents a failure in communication. They don't frequently express this behavior clearly.

Premium Guests Not Highly Valued

Marriott perceives the stays of premium customers as less valuable because they tend to stay more frequently and spend more. However, these premium guests cost Marriott additional expenses due to the reward points they earn.

Higher Costs for Non-Members

Marriott is willing to invest to attract non-members or basic members. However, they are not as enthusiastic about spending to win back premium customers who have already been 'trained' to use Marriott services.

Unfair Customer Evaluation

This situation makes the loyalty narrative absurd: premium customers are not considered Marriott's most valuable clients. They seem to genuinely value newcomers more. Once you become a premium customer, you may be taken for granted.

Comparison with Other Industries

Marriott isn’t the only company with this approach. For example, airlines often have similarly unfair incentive policies. They frequently offer higher commissions for tickets booked from outside their main hubs, leaving central region customers less prioritized in upgrade programs.

Ambiguous Customer Classification System

This ambiguity in loyalty messaging is concerning. Marriott clearly acknowledges that they view premium customers as 'already attracted' and feel no need to apply special offers to them anymore. This creates a sense of unfairness for those who have remained loyal to the brand for a long time.

In Conclusion

This narrative extends beyond Marriott and reflects a broader trend in many industries. Loyal customers deserve clear and fair policies, and hopefully, Marriott will recognize this soon and adjust their policies accordingly.