Marriott Expands Loyalty Strategy With ICC Cricket Partnership
Photo Credit: From left: Satya Anand, president Europe Middle East and Africa, Marriott International, Rajeev Menon, president Asia Pacific Excluding China, Marriott International, Sanjog Gupta , CEO, ICC and Anurag Dahiya, chief commercial officer, ICC. Marriott International
Skift Take
Loyalty can’t live only inside a hotel stay anymore, and Marriott has been acting on that idea for a while now. Cricket fits neatly into this strategy as fans plan trips, time off, and even family gatherings around tournaments, especially in markets like India, Australia, and the UK.
Marriott International announced on Friday that its loyalty program, Marriott Bonvoy, will be the official accommodation partner for the International Cricket Council (ICC) through 2029.The deal covers all major ICC men’s tournaments over the next four years, across Asia, Europe, Africa, and Oceania.
The deal helps Marriott tie its loyalty business to one of the world’s most-watched sports. For the ICC, it brings a single global hotel partner into how fans travel for cricket.
The ICC partnership also sits alongside a broader push by Marriott to make its loyalty program part of everyday life.
“Marriott Bonvoy has always been very focused on being an experiential led loyalty program, rather than just a hotel room transactional point program,” Rajeev Menon, Marriott’s president for Asia Pacific excluding China, told Skift in an exclusive interaction.
What the Deal CoversThe partnership includes every major ICC men’s event between
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