Marriott is in a slightly different position than other consumer-facing businesses with loyalty programs. Its very best customers only stay in one of the chain’s hotels, at most, 100 nights a year. Many stay far fewer. That may seem like a lot, but that leaves, at least, 265 days to try and engage with the customer.
“I’m not going to get more share of their wallet,” Marriot’s Thom Kozik, Vice President of Loyalty, told attendees during his session, “Marriott Rewards’ Pursuit to Win Share of Mind,....