Marriott’s loyalty program, Bonvoy, has crossed 210 million members, but CEO Anthony Capuano sees the platform as just getting started. He envisions moving away from a transactional system towards a more emotional one where members can enjoy room upgrades, free cups of coffee, and unique experiences like walks down the red carpet at the Emmys. Capuano believes the future of Marriott lies in the evolution of Bonvoy as the group’s umbrella brand and a one-stop-shop for all things travel, with a focus on keeping customers and members within their ecosystem.
Marriott’s extensive network includes almost 9,000 hotels and 30 different hotel brands, ranging from Courtyard by Marriott to JW and Ritz-Carlton, along with vacation homes and luxury yachts. Through the use of Bonvoy, Capuano sees the world’s largest hotelier expanding beyond just selling rooms to offering unique experiences like F1 races in Las Vegas, partnerships with the NFL, and exclusive access to events like the Emmys red carpet. This shift from a purely transactional relationship to a more emotional one is aimed at fostering a deeper connection with members.
In line with many other hotel groups, Marriott is currently updating its digital systems, including loyalty, property management, and reservation systems. This overhaul is seen as essential for making the booking process direct and convenient for customers, similar to shopping on Amazon. Capuano explains that the new reservation platform will allow consumers to easily access a wide range of products and services, making it more convenient for them to book their stays and experiences.
When asked about the largest untapped opportunity for Bonvoy to drive growth, Capuano highlighted the platform’s potential as an umbrella brand to attract a wide range of travelers and encourage repeat stays. By emphasizing the importance of getting members active and ensuring they come back for subsequent stays, Marriott aims to harness the full potential of the Bonvoy loyalty program to drive growth and loyalty among its customer base.
In addition to building more hotels, Marriott is exploring other avenues of expansion, particularly through its luxury brands like Ritz-Carlton. Capuano sees these brands as opportunities to launch new verticals and extend the Marriott brand into areas beyond traditional lodging. The Ritz-Carlton yachting division, for example, has proven popular with guests, attracting a younger demographic and first-time yacht cruisers, many of whom are also Bonvoy members. This demonstrates the potential for Marriott to leverage its luxury brands to diversify its offerings and appeal to a broader range of travelers.
Overall, Capuano’s vision for Marriott’s future is centered on enhancing the Bonvoy loyalty program, offering unique experiences to members, and expanding the group’s offerings beyond traditional hotel stays. By evolving towards a more emotional relationship with guests, improving digital systems for a seamless booking experience, and exploring new opportunities for growth through luxury brand extensions, Marriott aims to solidify its position as a leading player in the hospitality industry and deliver exceptional value to its customers.
