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If you are struggling to reach the level of elite status you held with the Marriott Bonvoy® program this year, fret not. Marriott released details around soft landings for 2024 and it’s good news for those who are not going to be able to requalify.
A soft landing is when a loyalty program allows a member to retain or drop down a level within the program even if they do not reach the qualification requirements. Marriott historically had either extended status or dropped members down one level if they had an off year. Marriott Rewards (Marriott’s old rewards program) prior to the merger with Starwood Preferred Guest (SPG) held this policy for years.
In 2024, “members who did not re-achieve their existing Elite status in 2023 will be downgraded. These members will see their new status starting in March 2023 and can enjoy their existing status through February 2025.”
If you requalified for status, you might think this is not fair. But, it’s good business. Elites will maintain loyalty and Marriott will continue to see them book hotel rooms. The incremental impact to any benefits taken away from other members will be minimal at best (less upgrades, possibly).
Anthony’s Take: I’m on track to requalify for Marriott Bonvoy® Titanium Elite status. I gave up chasing Ambassador as I do not think the benefits are worth the 100 nights and $23,000 spend required. I’ll lock in Hyatt Globalist within the next few weeks and then will work to secure Titanium. I have no issue with Marriott extending soft landings and dropping people one level versus knocking them down to base membership.
(H/T: One Mile at a Time.)
(Image Credits: Marriott.)
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2 comments
How does “members who did not re-achieve their existing Elite status in 2023 will be downgraded…” equate to a soft landing? If someone was Gold this year and did not stay at all in 2023 they will be downgraded to Member, not Silver (assuming there’s no credit card generated status involved).
Marriott is saying they will drop them one level. In this example, Gold to Silver.