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.
Impact and considerations
For business travelers, experiential elements in hotel loyalty programs may influence choices. Marriott's strategy indicates a trend toward experiential loyalty, potentially affecting corporate travel arrangements.
Key points
- Consumers prioritize experiences over points
- Marriott Bonvoy Moments platform sees strong growth
- Partnerships with sports organizations and Visa offer unique experiences
- Everyday partners like Uber and Starbucks enhance engagement
Sources and time
- Primary source
- Hotel Dive
- Other sources
- 0
- First source publication
- 19 Aug 2026, 22:22
- Page published
- 20 Aug 2026, 00:08
- Last updated
- 19 Aug 2026, 22:22
- Original links
- Hotel Dive Feed：How hotels can leverage experiences and unique partnerships to drive loyalty | Hotel Dive (opens in a new tab)Primary source · en · Published 19 Aug 2026, 22:22