Marriott simplifies loyalty programs

Marriott International in August will revamp its three loyalty programs, so that Marriott Rewards, Ritz-Carlton Rewards and Starwood Preferred Guest members will have the same points-redemption system.

Marriott will also reduce many thresholds required for loyalty members to earn perks.

The hotel company produced a star-studded event at Spring Studios in New York to reveal the new points system to its rewards members. Michele Tafoya, a reporter for NBC's Sunday Night Football, served as emcee. Celebrity chefs Daniel Boulud, Stephanie Izard and Jose Garces were in attendance, and country music star Keith Urban performed.

Between songs, Urban told the appreciative crowd that it's a "hospitality world you live in, because you made us feel at home, just like that."

Keith Urban performs at Monday's Marriott event in New York. Photo Credit: Rebecca Tobin
Keith Urban performs at Monday's Marriott event in New York. Photo Credit: Rebecca Tobin

Marriott said it will allow members of all three programs to combine their points within a single account. Members of all three programs will be able to redeem points at any Marriott International hotel without having to convert points between programs.

The simplified points program will make bookings more user-friendly for travel agents serving clients who are members of any of the three programs, said Brian King, Marriott's global officer of digital, distribution, revenue management and global sales.

"We wanted to make sure we had a simplified, unified program so that [agents] can become experts," said King. "Now, they can talk about the benefits of one program, starting in August. We wanted to make sure the travel agent community had time to digest."

The world's largest hotel company is also reducing thresholds required to gain perks. On average, every lodging dollar that loyalty members spend will result in 20% more points. Among other changes, Marriott will reduce the number of nights required to reach Gold Elite status to 25 nights from 50 nights, and will cut the nights requirement for Platinum Elite to 50 from 75.

Marriott, which acquired Starwood in 2016, plans to fully unify the three loyalty programs under a single program next year.

The company has more than 100 million loyalty members between its three programs.