Marriott wants to make its rewards program appealing to all 60 million of its members — not just the road warriors who have racked up piles of points.
The hotel company has been revamping offerings, adding three new benefits on Tuesday that include an “experiences marketplace” in which guests can access curated events, as well as an Elite Concierge Service and guaranteed late checkout for the most loyal members.
The new benefits follow last week’s implementation of “member rates“: Marriott is joining other large hotel chains, including Hyatt and Hilton, in offering the lowest room rates to guests who book directly on the hotels’ websites. That’s a move meant to take back some of the business that booking sites like Expedia and Priceline have attracted. Read more…
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