Since COVID, which acted as a catalyst for trends, confirming and even reinforcing the need for experiences, many hotel groups are transforming the hotel loyalty landscape. By teaming up with renowned artists and major sporting events, these groups are redefining loyalty strategies to offer exclusive experiences to their members.
To appeal to the new generation, hotels are increasingly adapting to their desire for experiences by forging partnerships with big names in music, in connection with the world tours of their favorite artists or the numerous festivals.
The latest example is Marriott International, a chain with 8700 hotels worldwide. In a ground-breaking collaboration, Marriott Bonvoy, the hotel group’s loyalty program, is offering fans of singer Taylor Swift an exclusive experience by inviting them to follow her tour in several cities. The American icon, named Time magazine’s Personality of the Year 2023, is the first artist to receive this prestigious title. Until 2024, she will be on a gigantic stadium tour, The Eras Tour: 146 concerts in 20 countries.
Since Wednesday February 28, “Swifties” can enter a competition organized by Marriott Bonvoy for the chance to win trips to three concerts in three different countries, plus an exclusive experience in Vancouver. Winners will also be entitled to a complete package courtesy of Marriott Bonvoy, including concert tickets, a hotel stay, gourmet dining and even spa treatments!
“Marriott Bonvoy enables fans to make their passion a reality,” said Peggy Roe, vice-president of the hotel group. “Today, people need to feel they belong to a community and create bonds through shared experiences. We designed Marriott Bonvoy to give members access to the people, places and passions they love, and we’re thrilled to offer this unforgettable experience to our new and loyal members around the world.”
Linking loyalty and experience
Marriott Bonvoy has an effective points-based loyalty strategy. Points accumulated in the loyalty program can generally be redeemed for hotel stays or to book flights with approved partners.
In addition, Marriott Bonvoy Moments offers its members “experiences you can’t buy” and provides them for just one point. These “One Point Moment Drop” experiences include, for example, “Sipping a Mezcal with the Breaking Bad duo, Aaron Paul and Bryan Cranston”. Other experiences include “Spending time with American women’s soccer star Trinity Rodman”, “Taking a seat (or shedding a few tears, perhaps?!) in the “Hot Ones” seat with host Sean Evans”, and “Exploring a real-life crime mystery with Ashley Flowers and Brit Prawat from the hit show Crime Junkie”.
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Read also>[LUXUS MAGAZINE] TAYLOR SWIFT: A MONEY-MAKING PHENOMENON
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