How Marriott Can Get Back in Our Good Graces
Ariana Arghandewal March 26, 2019
Marriott has really stepped in it lately. There has been a slew of negative customer feedback that seemingly goes unanswered while Marriott attempts to woo “social media influencers with free trips to Hong Kong. Meanwhile, loyal elites are having to fight for basic elite benefits, award inventory is getting restricted, and Marriott’s social media team is constantly failing at addressing customer complaints. Customers are so upset that the term “Bonvoy” has become a derogatory verb to describe the experience of being a Marriott customer.
1. Address the problem(s)
Instead of focusing on how things appear (via influencer trips), Marriott needs to start listening to what customers are saying. Especially their elite members. Right now, Marriott elites have every incentive possible to jump to Hyatt or Hilton Honors. Both programs offer amazing hotels around the world, reasonable redemption rates, generous elite perks, and the ability to earn status via credit card spending. Losing elites to another brand post-merger? Not ideal. Listen to what all guests (elite and non-elite alike) are saying and address those issues. Marriott’s communication with guests has been incredibly poor so far and the single biggest cause of discontent.
2. Improve communication
Speaking of which, let’s dive into this communication issue again. I’m referring to the way Marriott Bonvoy communicates not only with members, but hotels and the public. It’s been pretty disastrous so far. Some former Starwood hotels have been slacking when it comes to elite benefits, primarily out of a lack of understanding. That makes me think Marriott is just not communicating the Bonvoy program to its new hotels very well. This should be addressed immediately. It’s understandable that communication would become more difficult as the two hotel chains merged, but Marriott has had plenty of time to come up with a plan. Touch base with your customers: A simple email apologizing for recent issues and assuring customers that Marriott is going to address these issues will go a long way. More importantly, be more responsive to customer complaints.
3. Fix technical issues
I don’t think a day goes by that I don’t see a complaint on my Twitter feed about some technical issue Marriott has yet to fix. Whether it’s missing points, stay credits, or incorrect elite status appearing on members’ dashboards, Marriott has a lot of technical issues to fix. Now that the brand is launched and all the fancy promotional materials sent out, the company should make a renewed effort to get these technical glitches on their website (and overall system) figured out. And make an effort to avoid another data breach.
4. Reconsider inflated award charts
Marriott Bonvoy’s award chart is pretty inflated. The need for peak season pricing isn’t too outrageous, but the rates are. And customers aren’t into it. Luckily, with so many Marriott elites fleeing greener pastures, Marriott might eventually realize its mistake and reduce redemption rates to a more reasonable level. Or, at the very least, remove peak season pricing.
Overall, Marriott Bonvoy has had a disastrous launch. The company’s communication (via social media and otherwise) has been awful. Elite members are already turning towards other rewards programs to give their business to. If Marriott doesn’t make an effort to address some of the ongoing issues and convey that to their members, they’re going to lose a lot of them. Get a better communication plan going, address your technical issues, and give your customers something to be excited about, other than an Entertainment 720-centric promotional video.
What are some of your biggest gripes with the new Marriott Bonvoy program?
[Image Source: Wikimedia/ Sengkang]
I read this loud and clear -- Marriott Bonvoy means Bon voyage like good riddance which is what I did with their program and affiliate credit cards. My stays are noy elsewhere and the competition is treating me much better.
Marriott downgraded my boss and now the whole company cannot use Marriott anymore - Hope they put my boss back in good graces we have over 5,000 hotel stays a year. I cant believe how they treated him...he won't even consider them again. I have never seen my boss a lifetime member of Marriott so livid. Great work Bonvoy he said hes been bonvoyed...what is that ?
The various people complaining that loss of lounge access for Golds is a deal-breaker... you do know that Bonvoy Gold is achieved at 25 nights and 25 nights has never given lounge access in either former SPG or Marriott programmes aside from a short period after the merger when Marriott generously matched the SPG 25-night Gold to Marriott's 50-night gold enabling lounge access in Marriott properties for SPG 25-night members. I think you're mistaking the former Marriott Gold, which was achieved at 50 nights and gave lounge access, with Bonvoy Gold which is achieved, as I said, at 25 nights because of the reuse of the word "Gold". But knock yourselves out. Stay 25 nights in any hotel chain and tell them the lack of lounge access is a deal breaker so you're going elsewhere. You'll quickly run out of hotel chains.
I count myself lucky in that my normal Marriott stay is a Fairfield Inn where status and upgrades are non-issues. I got two Marriott CCs this year that I'll keep for the free nights and see if they're worthwhile.
A shame! Marriott used to be the most customer friendly hotel chain with the best customer service. Now they've followed the airlines' "business plans" of messing up a merger - despite all the lead time they had - and not caring about customer loyalty. Now you're just a commodity to Marriott. If you leave them they'll just go after some interchangeable new "commodity" customer. Bill Marriott would never have let this happen.