Marriott’s Homes & Villas Taps Bonvoy Loyalty Pool to Supercharge Growth
Photo Credit: Jennifer Hsieh, vice president of Homes & Villas for Marriott in conversation with Skift Senior Hospitality Editor Sean O'Neill at Skift Future of Lodging Forum, May 12, 2022. Skift
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Marriott Bonvoy members account for about 90 percent of bookings on the company's Homes & Villas short-term rental platform, and access to that pool of customers is a strength, the unit's leader said. This pool of potential customers helped fuel Homes & Villas' 30-fold growth since its 2019 launch.
Marriott’s Homes & Villas unit is taking a different approach to the home-sharing business than many of its competitors, focusing its growth on the company’s vast pool of loyalty members.
This resource — Marriott Bonvoy — members is not a cap to Homes & Villas growth as some have claimed, Vice President Jennifer Hsieh said at the Skift Future of Lodging Forum on Thursday. Instead, she said this is a differentiator that a source of strength. “The industry has not anchored itself around a loyalty program,” Hsieh said of the short-term rental sector. “We lean into it.”
The Bonvoy program offers Homes & Villas a wealth of data on each customer’s preferences, allowing the unit
