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and MGM , it ’ s a symbiotic relationship , where each company and , by extension , each company ’ s loyal guests / members , is rewarded . Beyond the obvious points accrual , sacrosanct to faithful members , it allows a new audience to market to and offers experiences — Marriott Bonvoy calls them Moments — that only each company can specifically offer , such as going behind the scenes of a Cirque du Soleil show or , for one lucky person , the honor of conducting the fountain ’ s watery dance at the Bellagio .
As Peggy Roe , EVP and chief customer officer of Marriott International , pointed out ,
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Bonvoy has evolved into becoming much more than a points-based program into one that is as focused , if not more , on the curation and execution of experiences , which hold a measure of exclusivity because they are only available to loyalty members — and many times loyalty members with higher status . “ People are not only just traveling more for leisure , but a lot of it is driven by their passions and the experiences they want to have ,” Roe said . “ Bonvoy is a loyalty program for hotels , but it allows access to this huge portfolio of experiences , which means it ’ s a consumer-facing brand , not only just our loyalty program .” |
Consider the biggest star currently traversing the earth when she isn ’ t busy rooting on a famous football tight end . As Taylor Swift ’ s colossal-smash Eras Tour unfurls across the globe , Marriott Bonvoy has
IT ’ S NOT LIKE EVERY DAY YOU ’ RE GOING TO FIND A PARTNERSHIP WITH 40,000 ROOMS ACROSS A PORTFOLIO
– PEGGY ROE , EVP AND CHIEF
CUSTOMER OFFICER OF
MARRIOTT INTERNATIONAL ,
ON HER COMPANY ’ S ALLIANCE
WITH MGM .
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been there , partnering with the musical icon on a tour sponsorship and offering loyalty members the ability to bid points and win sweepstakes prizes , such as a trip to three different tour stops at |
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