Marriott Still Dominant Over Loyalty Peers Despite Activist Campaigns
Photo Credit: Despite a vocal minority of unhappy loyalty program members, Marriott still appears to be dominating loyalty rankings. Marriott
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Despite a vocal minority of unhappy loyalty program members, Marriott still appears to be dominating loyalty rankings. Perhaps this squeaky wheel doesn't need any grease.
Ever since the merger of Marriott Rewards and Starwood Preferred Guest and the subsequent rebrand of the program to Bonvoy, there's been a small but loud minority of loyalty program members who are furious with the changes and the new product. They're very active on social media. They launched Bonvoyed.com. But it was never clear how representative they were of the total body of Marriott loyalty members.
Last week, some hard data surfaced to help color that narrative. For the annual Freddie Awards, which rank loyalty programs, Marriott dominated the loyalty category, taking home the prize for Program of the Year and Best Redemption Ability in North America as well as Best Elite Program in Europe and Africa.
Over seven million business traveler votes were counted to tally this year's Freddies. "What's sometimes forgotten in this day and age of everyo
