The Future of Marriott? Experiences and Loyalty, Says CEO
Skift Take
Marriott is a giant in the hotel world. Moving forward, CEO Anthony Capuano wants to see more attention placed on selling experiences and offering rewards to guests.
Marriott says its loyalty program Bonvoy crossed 210 million members this August but for group CEO and president Anthony Capuano, the platform is just getting started. Capuano sees Bonvoy as moving away from a "transactional system" towards more of an "emotional" one, where members use Bonvoy for room upgrades, free cups of coffee, and even walks down the red carpet at the Emmys.
Capuano said the future of Marriott is in the evolution of Bonvoy, which is the group's "umbrella brand" and – soon – a one-stop-shop for all things travel.
"We want to do everything we can strategically to keep our customers and our members in our ecosystem," said Capuano, who was speaking at the Skift Global Forum Wednesday. "How do we do that? We make sure we
