Marriott Launches World's Largest Frequent Guest Program -- 1,000 Hotels And Six Brands
Marriott Launches World's Largest Frequent Guest Program -- 1,000 Hotels And Six Brands
WASHINGTON, May 6 / Marriott International, Inc.
They include:
Marriott Hotels, Resorts and Suites
Courtyard by Marriott
Fairfield Inn/Fairfield Suites by Marriott
TownePlace Suites by Marriott
Marriott Vacation Club International
Marriott Conference Centers
Marriott Rewards is also the first frequent guest program to form a partnership with select Ritz-Carlton hotels and resorts. Members are now able to earn points at eight Ritz-Carlton properties as well as exchange points for exclusive one, three, five and/or seven night Ritz-Carlton vacation awards.
The launch of Marriott Rewards is a major step in the company's effort to give its most loyal guests more point-earning potential and award opportunities than ever before. The program is expected to increase usage across all brands and be a strong incentive for frequent travelers to "switch" from competitive offers. Marriott Rewards is the industry's largest hotel frequent travel program -- almost double the membership of its nearest competitor -- and is projected to reach 10 million member status by year end. Existing Honored Guest Awards, Fairfield INNsiders and Courtyard Club members and their points, automatically transfer to Marriott Rewards.
In an independent test conducted by Opinion Research Corporation International (ORC), respondents favored Marriott Rewards because, "it's simple to understand, features the best travel awards, and integrates Marriott's lodging system into one highly flexible program."* According to ORC, nine out of 10 frequent business travelers preferred Marriott Rewards to the company's already successful Honored Guest Awards program, and scored it highest (8.5 out of a possible 10) when asked to rank it along with four competitive programs.
"Fourteen years ago, with just 120 hotels, we made a commitment to reward our best guests for their loyalty," said J.W. Marriott, Jr., chairman and CEO, Marriott International. "Today, as we approach 2,000 hotels, Marriott Rewards gives us an unprecedented opportunity to attract and recognize the millions of travelers who repeatedly make Marriott their first choice."
Marriott Rewards is the industry's only frequent guest program that allows its members to earn and redeem points at lodging products ranging from economy, mid-priced, full-service and luxury hotels, to extended stay suites and time share villas. This fall, the company's newest brand, Marriott Executive Residences, will also be added to Marriott Rewards.
By the turn of the century, Marriott anticipates its entire portfolio of 12 lodging brands will be participating in Marriott Rewards, offering the membership approximately 2,000 locations to choose from in over 70 countries. Under review for inclusion in 1998 is Marriott's extended stay brand, Residence Inn (230 properties), and the newly acquired Renaissance Hotel Group (150 hotels).
Marriott Rewards offers 10 points for each dollar charged to the guest room no matter which lodging product is selected.** A single Marriott Rewards membership card is being issued to all current and new enrollees, replacing old cards and eliminating the need for multiple ID numbers. The card will also be color coded to indicate the member's status in Marriott's various special service clubs. Enrollment is free and the program features over 85 different award options to choose from including hotel only, airline, cruise, golf and complete vacation packages.
New Award -- Points to Miles Conversion
Marriott Rewards' newest award allows members to exchange their points for frequent flyer miles on any of nine partner airlines (British Airways, Continental, Delta, Northwest, TWA, United, American, Air Canada or US Airways). For the first time ever, points can be transferred in 10,000, 20,000 and 30,000 increments for 2,000, 5,000 and 10,000 frequent flyer miles respectively.
Special Visa 10 Percent Bonus Offer
Now through Nov. 15, 1997, members who pay for their stay using a Visa card will receive a 10 percent bonus on each stay's base points. An additional three points per dollar can be earned by using a Marriott Visa Gold Card for charges at the hotel and one point per dollar on all other charges. To apply for a Marriott Visa Gold Card, members can call 800-344-2356.
Marriott Rewards is also a participant in American Express Membership Rewards (one Marriott Rewards point per Membership Rewards point), and Diners Club Rewards (1,500 points for every 2,000 Diners Club points). AT&T True Rewards points can also be converted into Marriott Rewards points (one AT&T point equals five Marriott Rewards points).
Marriott's existing special service programs, Marriott's Club Marquis, Courtyard Club, and Fairfield Inn INNsiders Club will continue to offer their respective perks and benefits, and will be offered as part of Marriott Rewards. The Marriott Miles frequent flyer program will not change and will operate independent of Marriott Rewards.
To enroll, or obtain information about Marriott Rewards, travelers in the United States and Canada can call 800-249-0800, or visit the program's new web site at
To enroll outside of the United States, call 44 171-584-5500 in the UK and Europe, and 962-6-685727 in the Middle East and Asia, or the country's specific Marriott toll-free reservations number. Applications can also be obtained at the front desk of all participating hotels.
*Study conducted 11/96 by ORC International of Princeton, New Jersey -- sampling size, 2,300 Marriott and non-Marriott users.
**Courtyard and Fairfield Inn offer 1O points per dollar on room rate only. TownePlace suites offers five points per dollar on room rate only.
Marriott International, Inc. is the world's leading hospitality company, with over 4,800 operating units in the United States and 50 other countries and territories. Major businesses include hotels operated and franchised under the Marriott, Ritz-Carlton, Courtyard, Fairfield, Residence Inn, TownePlace Suites, Renaissance, New World and Ramada International brands; vacation ownership resorts; food service and facilities management for clients in business, education and health care; senior living communities and services; and food service, distribution. The, company is headquartered in Washington, D.C. and has approximately 225,000 employees. For its 1996 fiscal year, Marriott International reported total sales of $10.2 billion.