Marriott Bonvoy hasn’t exactly made a name for itself as being a consistently generous rewards program. After all, there’s a reason that “Bonvoyed” has become a pejorative term for getting bilked. Now there’s a fresh log on the Bonvoy fire.
Earlier this week, Marriott sent out a press release announcing that it would be updating its website to include the, um, benefits for its new brand, StudioRes. Having just written that, I’m not sure it’s entirely accurate, as there really aren’t many “benefits” for Bonvoy members if they choose to stay there.
This new brand is supposedly a “light touch,” extended-stay brand that offers lower rates for long stays with little in the way of actual human interaction. Evidently, “light touch” also refers to the impact that it will have on your Marriott loyalty account as well. In return for patronizing StudioRes, Bonvoy members can expect to receive:
- No elite night credit
- No elite point bonuses
- 4 base points per dollar (less than any other current Marriott brand except for Executive Apartments)
We’ve reached out to Marriott to find out if Bonvoy members will receive pillows and blankets at StudioRes, but haven’t heard back yet.
This is just bizarre to me. The main reason to book direct with Marriott, as a consumer, is for the benefits that come with the Bonvoy program: rewards, on-property benefits, elite status, etc. If you don’t get any of those, and instead only receive what amounts to a 3% rebate (based on our Reasonable Redemption Value for Marriott points), why choose to book direct instead of through an online travel agency like Expedia or Hotels.com? And why choose StudioRes over what will likely be dozens of other equivalent, mid-range options? Are elite nights really that much of an expense for property owners?
Marriott has been downgrading the consistency and generosity of its loyalty program for years; so far it hasn’t seemed to affect its profits. But, in the long-term, will be interesting to see if a lack of dependable value in what the program offers will eventually reduce its appeal to frequent travelers.
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To all of you who still think that loyalty programs are good for you, you are so gullible. I no longer use any hotel or airline loyalty programs and have saved more than 27% on my travels. But I am sure you still need the adrenaline rush of being a boarding zone 1 (albeit with two dozens in front of you still) and being thanked for being a loyal customer at check in.
Loyalty programs are only profitable for the corporations.
You saved 27%? Did you get the same service? I’m the first to board, after the wheelchairs, and the airline and hotels will walk you to let me have your seat / room if need be. I value that much more than a few bucks. Especially when my room gets upgraded to a suite with two fireplaces, a dining room, and a hot tub pre filled with champagne and bikini models.
Loyalty programs are what you make of them. They can be very valuable. If you just want the cheapest thing you can get, they probably won’t be worth it.
I have no idea what line of work you’re in but in the various types of jobs I’ve worked a success is measured by both the buyer and the seller being happy. That was and is my goal as a business owner. A well run loyalty program – particularly for hotels and airlines – is a perfect example of this. Starwood did and even now to a much lesser degree Hyatt does provide a program that makes people want to be involved which I’d call a win/win. Remember the crazy fun IHG promos they used to run all the time? If you were willing to jump through hoops and play their (actual) game then you could get crazy good value and have a blast while doing so. A good loyalty plan is mutually beneficial.
Just stay at a Courtyard, etc. Why the heck stay at this chain with their no elite night credits, etc. Crazy
I don’t have much respect for either the brains or the judgement of Marriott management but this is egregiously stupid even for them. They’re taking away a lot of the small remaining motivation for guests – especially loyal elites – to stay with them at lower end properties rather than staying elsewhere.
Just heard from Marriott, you’ll have to provide your own pillows and blankets when you stay here. Also a mandatory $10 housekeeping tip is required per day.
What’s the point of this brand being in Bonvoy if it doesn’t fully participate? Marriott should have just made this brand exempt like Bulgari.
I thought Four Points Flex was bad but this takes the cake. I did get 1 elite night for a single night stay thanks to the double promo as opposed to the 1 elite for every 2 nights stayed.
They really are pushing people to consider OTA’s with these kinds of moves. What’s the point unless the pricing is crazy cheap?