Marriott shifts loyalty from points to experiences through targeted partnerships

The useful part

Informa TechTarget | Payments Dive Restaurant Dive Retail Dive Explore our brands An Informa TechTarget Publication Search People also ask Loading questions... How hotels can leverage experiences and unique partnerships to drive loyalty Marriott International's Lucy Werner shares how strategic partnerships can enhance the guest experience and tap into guests' passions and interests. As consumers' spending habits change, they are seeking more out of their travel loyalty programs than just points and rewards, instead placing focus on experiences.

How it works

• Adapting to guest preferences According to Werner, the preference for experiential loyalty first began following the COVID-19 pandemic, when travelers began exploring " revenge travel " after being stuck at...
• How partnerships can speak to guests' passions Werner also elaborated on what kinds of experiences Marriott offers to its guests as well as its approach to partnerships.
• "When we're looking at partnerships, we're looking at it through the lens of what do our members love, and what are they traveling for, and then how we align that to the passions that the members have," she...
• "What we're seeing is that more and more there is a demand for travel around these events, and we are continuing pushing the boundaries of how we show up," Werner said.
• "We're thinking through the brand portfolio that Coke has, and the portfolio of brands we have and how those brands actually come together," Werner said.

What to take from it

To address the event's pain points around transport and dining options, the company installed Postcard Cabins on site, where Bonvoy members could lounge as well as access the property's food and beverage offerings. The future of experiential Future experiential offerings at Marriott include more collaborations with The Coca-Cola Company, which recently became the hotel company's preferred beverage partner. Informa TechTarget has no influence over Hotel Dive's coverage Add us on Google Share Copy link Email LinkedIn X/Twitter Facebook Print License Filed Under:

Example or evidence

• "I think within Bonvoy, it's essentially providing the platform and the currency that really helps build loyalty and embrace the customer where they're at," she said.
• To meet those changing preferences, hospitality companies are finding ways to reach guests through experiential offerings that create value for guests throughout the entirety of their stay.
• "Coming out of COVID, we saw the beginning of revenge travel and people planning once-in-a-lifetime trips, and that trend has really sort of sustained," she said.
• Marriott has partnered with sports organizations including Formula 1, the NFL, and the International Cricket Council.

Details worth keeping

19, 2026 Noor Adatia Editor Share Copy link Email LinkedIn X/Twitter Facebook Print License Add us on Google Marriott International's Senior Vice President of Global Partnerships, Lucy Werner, spoke during Hotel Dive's live event, "Beyond the stay: How hotels can tap into experiential offerings" on Aug. Winning and keeping today's customer." You can watch the full event here.

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