What To Make of Marriott’s Post-Pandemic Playbook
Photo Credit: Marriott announced independent loyalty and debt buyback plans Monday that have analysts optimistic on the hotel company's coronavirus recovery path. Wikimedia / Jörg Zägel
Skift Take
There is still a long road to a full economic recovery from coronavirus, but a short-term debt buyback offer and loyalty deals signal Marriott is designing a path to rebound from the worst of the pandemic.
The world’s largest hotel company Monday signaled a move from survival mode into a potential coronavirus business recovery model.
Marriott offered a few new loyalty incentives to drive bookings while also announcing it was buying back debt, perhaps signaling it is moving out of crisis mode and the uncertainty over travel restrictions.
Marriott plans to offer only off-peak rates to Marriott Bonvoy members making award bookings by June 30 at 5,500 participating open and participating hotels for stays through July 31. The company also plans to boost opportunities for Elite loyalty status by depositing night credits in each member’s account equivalent to half the requirement for the status they earned in 2019.
The moves aim to win over Bonvoy members considering a summer vacation at a time when hotel operators are just beginning to reopen following coronavirus shutdowns.
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