How Hotels Leverage Experiences and Partnerships to Drive Loyalty

Marriott International's SVP of Global Partnerships, Lucy Werner, shared that consumers increasingly value experiences over points. Marriott offers VIP event access via Bonvoy Moments and partners with sports organizations like F1, NFL, and Visa. Additionally, partnerships with Uber and Starbucks enhance customer engagement. Future plans include unattended retail and invite-only events for high-net-worth individuals.