Marriott Bonvoy - The Next Chapter
Targeting - Frequent travelers, business professionals, and individuals who value luxury and personalized experiences during their stays.
Core Theme of the Campaign -
The Next Chapter campaign not only focuses on offering rewards but also emphasizes offering unique and meaningful experiences to its loyal customers, making it stand out from traditional loyalty programs.
About the
Campaign -
The Next Chapter is a marketing campaign launched by Marriott Hotels that aims to rebrand and redefine their loyalty program.
Formula applied by the Campaign to elicit customer action -
The campaign introduces new features and benefits to the Marriott Bonvoy loyalty program, including more personalized experiences, enhanced elite status recognition, and a refreshed mobile app.
Business Title
A Look at
the Campaign
1. Marriott Bonvoy - The Next Chapter campaign was launched as an evolution of the previous Marriott Rewards, The Ritz-Carlton Rewards, and Starwood Preferred Guest programs.
2. The campaign aims to create a unified and seamless experience for members across all Marriott brands and properties worldwide.
3. It introduces new Elite Status Tiers - Silver Elite, Gold Elite, Platinum Elite, Titanium Elite, and Ambassador Elite - offering members various exclusive benefits like room upgrades, priority check-in, and late checkout.
4. The campaign also focuses on providing more personalized recommendations and choices for members based on their preferences through the new Marriott Bonvoy app.
5. The Next Chapter campaign introduces Marriott Bonvoy Moments, offering members exclusive access to memorable experiences like concerts, culinary events, and sporting events.
6. The program also offers various partnerships and collaborations with brands outside the hospitality industry, providing members with additional benefits and rewards.
7. Marriott has launched a dedicated microsite and social media campaign to promote the Next Chapter, featuring inspiring stories from Marriott Bonvoy members and highlighting the benefits of the enhanced loyalty program.
8. The campaign encompasses a comprehensive communication and marketing strategy, including advertisements, email campaigns, and strategic partnerships to expand its reach and engage with members worldwide.
9. Marriott Bonvoy - The Next Chapter aims to position Marriott as a leader in the hospitality industry by offering personalized experiences, exclusive benefits, and unique opportunities, ensuring customer loyalty and satisfaction.
10. Through this campaign, Marriott is redefining its loyalty program by focusing on creating lasting memories for its members, fostering a sense of belonging, and enhancing their overall travel experience.