Creative Hotels Killing It Online: Loyalty Programs from Accor and Marriott

Coming up with fresh and creative marketing initiatives is no
walk in the park. In destinations big and small, hotels all over
the world face fierce competition when it comes to creativity. But
uncovering a truly unique idea that will attract guests and help
your hotel stand out in the crowd can drive big results. This month
in creative hotels killing it online, we’re diving into new
loyalty programs and partnerships from Accor and Marriott.

 

The Campaign

Accor and Marriott teamed up with two of Europe’s most popular
soccer clubs as a way to advertise their new loyalty programs.
Accor’s Live Limitless program is now the main sponsor of the
French team, Paris Saint-Germain, while Marriott announced their
collaboration with England’s team, Manchester United, as part of
their Bonvoy loyalty program.

Accor Live Limitless (ALL) will be the official jersey sponsor
of Paris Saint-Germain, replacing former sponsor Emirates airline.
The team has recently been dubbed the world’s fastest-growing
football club and will provide ALL exposure to their 295 million
fans worldwide. Aside from boosting brand awareness, the
partnership is designed to shift the consumer perception of Accor
from functional to experiential.

Aside from the partnership with Paris Saint-Germain, ALL offers
several initiatives and perks for members. Through market research,
Accor found that the top passions of its members include dining and
culinary, entertainment and sports, and, of course, travel. With
these categories in mind, they started offering culinary classes
and experiences, as well as more than 60,000 tickets to sports
games and live entertainment for members in Latin America, Asia,
and Europe.

Marriott Bonvoy, meanwhile, combines all three of its loyalty
brands: Marriott Rewards, The Ritz-Carlton Rewards, and Starwood
Preferred Guest. Combined, the program already boasts 120 million
members. Within recent years, many hotel brands have placed more
importance on loyalty programs in order to improve the guest
experiences, build stronger relationships, and capture more direct
bookings from the OTAs.

Like ALL, Marriott Bonvoy will also focus on experiences. Their
current experience, tours, and activities offering will be
rebranded as Marriott Bonvoy Moments. The brand teamed up with
Mercedes AMG Petronas Motorsport, a Formula 1 Racing team, to give
members the ability to bid on once in a lifetime experiences, like
spending the night on the exclusive Mercedes-AMG Petronas
Motorsport luxury yacht during the Monaco Grand Prix, being driven
around the track in a high-performance Mercedes-AMG car by a
professional driver, or learning the ropes from the experts
themselves in the Pit Stop Challenge.

The Results

The goal of both of these partnerships is to drive engagement
for each brand’s loyalty program. Although both are still in the
early stages, these multi million-dollar partnerships are expected
to increase recognition of both programs and deepen the customer
relationship with Accor and Marriott, respectively.

 

Takeaways

  • Recognize and reward your repeat
    visitors. 
    Whether you implement an end-to-end loyalty
    program or simply use tools like content personalization to tailor
    communication to repeat guests, the importance of keeping repeat
    visitors engaged with your hotel property has been validated by the
    multi-million-dollar investments made by Accor and Marriott in
    their loyalty programs.
  • Offer unique destination experiences.
    Travelers are looking for more than just a hotel room. As
    competition increases, your potential guests are comparing more
    than just location and price. Stand out from other hotels in your
    destination by offering unique destination activities and
    experiences. Whether you partner with a local chef to offer bespoke
    cooking classes or simply offer tickets to museums and local
    attractions, consider the importance of a guest’s entire
    experience to driving more direct bookings.

The post Creative
Hotels Killing It Online: Loyalty Programs from Accor and
Marriott
appeared first on HEBS Digital Blog.

Source: FS – All – Hotels – News
Creative Hotels Killing It Online: Loyalty Programs from Accor and Marriott