Marriott is set to become the largest hotel company in the world following its merger with Starwood. Much of the success Marriott has enjoyed is owed to its stellar loyalty program, Marriott Rewards. Through personalized benefits and a unique system of rewards both physical and experiential, the program has been able to differentiate itself from a seemingly endless selection of hospitality loyalty programs.
 
“By using new tools to dive into things that have long just been assumed by marketers—what underlies the customer’s motivations, and how that’s evolving through generations—we’re able to move beyond a merely transactional relationship and really form a genuine bond with our guests,” Thom Kozik, Marriott’s VP of Global Loyalty told Loyalty360.
 
While these new tools are impressive in their own right, they may also open new paths branching off of existing methods.
 
“My expectation is that attendees will see how these tools provide a boost to loyalty efforts, and also how old tried & true methods are now applicable in a completely different way thanks to the new perspective provided by these techniques.”
 
At the 2016 Loyalty Expo in Orlando, Florida, Kozik will share more insight about how Marriott developed its loyalty program around the idea of forming a meaningful and emotional bond with every guest. Titled “Marriott Rewards’ Pursuit to Win Share of Mind, Because Loyalty is Greater Than Rewards,” the session will go deeper into how Marriott is fighting to stay top of mind by showing genuine interest in customers, rather than simply lavishing them with points in the hopes of a satisfying value proposition.
 
For marketers that are looking to think outside the box when it comes to loyalty program design, Kozik’s session will inform attendees about how to move past the restrictive mindset of traditional programs and move into a more customer experience focused strategy.
 
“Being first in a customer’s set of choices is an ongoing challenge, and as marketers that is always our goal. When you view this objective through the lens of the travel industry, it’s about making your journey easier. If I can, through our loyalty program, inform your travels, make your travels easier, and provide you with benefits that make your travels more enjoyable, those moments will add up to grant Marriott a greater share of your mind when thinking about travel.”
 
This goal of gaining share of mind is a unique way of viewing the customer loyalty question, and has served Marriott well in building a customer experience that is respected and enjoyed around the world.
 
About the Author: Mark Johnson
 
Mark is CEO & CMO of Loyalty360. He has significant experience in selling, designing and administering prepaid, loyalty/CRM programs, as well as data-driven marketing communication programs.