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Marriott Bonvoy® just hit a huge milestone, which firmly cements it as the world’s largest hotel loyalty program. The program now has over 200 million registered members.
To celebrate, Marriott identified its 200 millionth member as a man named Nino who enrolled at the JW Marriott Marquis Hotel Dubai. A small celebration was held with a cake and Marriott’s SVP of Loyalty and Chief Sales & Marketing Officer were both on hand to acknowledge the milestone. Nino received 200,000 Marriott Bonvoy® points as well as two free night certificates (I wonder what category they are good for).
As of last year, Marriott Bonvoy® dwarfed the number of registered members of other hotel loyalty programs. Here is how they stack up:
- Hilton Honors has around 173 million members
- IHG One Rewards has around 100 million members
- World of Hyatt has around 42 million members
Skift reports that Hilton Honors and World of Hyatt have been growing at a rate around 110% per year. Marriott has seen growth around 60%. It’s possible that Hilton will overtake Marriott within the next few years.
Peggy Roe, Executive Vice President and Chief Customer Officer of Marriott, said:
My perspective is it’s about quality, not quantity. That said, having the biggest program in the world is important. There’s a lot of upside for us to sustain our position because of initiatives we’re launching this year to target new segments and work with new partners. We’re going to give people, especially younger people, reasons other than staying at a hotel to enroll in the program, and we haven’t really come at it that way before. The TAM, or total addressable market, of travelers we’re after is 1.3 billion. So, really, we’re after the next 200 million.”
Anthony’s Take: Congrats to Marriott Bonvoy® on 200 million members. It’s an impressive milestone and should make elite members no longer wonder why they didn’t get an upgrade.
(Image Credits: Marriott.)
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