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Marriott Pulls the “Soft Landing” from Under Bonvoy Members
Joe Cortez March 25, 2020
Another “unwritten” Marriot policy appears to be “Bonvoyed,” as the hotelier faces critical cuts due to the novel Coronavirus situation. On the forums, Marriott Bonvoy elite members report they are no longer getting a “soft landing,” sending them down by up to two loyalty tiers.
Why the “Soft Landing” matters for a hotel
The practice of a “soft landing” was a standing, unwritten policy by Marriott dating back to at least 2017. Several members who were just short of earning status would have their status either extended or at least dropped to one tier lower as a gesture of goodwill. But FlyerTalkers now say that they aren’t getting letters informing them they can keep their high-tier status and benefits.
“I am literally speechless,” writes one FlyerTalker. “I wrote back to Marriott on the same email that I got in Nov. 2019 regarding Titanium will be soft-landed to Platinum and the response I got today was that the policy has changed since and the “soft landing” policy was no longer applicable.’
Not All Soft Landings Are Created Equal
The policy seems to vary from guest to guest. Some reported that the “soft landing” meant that the guest wouldn’t lose status entirely, but instead get bumped down by up to two tiers.
From what I’ve read, soft-landing doesn’t necessarily mean going down one level.
“Marriott seems to define soft-landing as going down one or two levels,” someone suggested. “From the data points I’ve seen so far, soft landing did happen, and Titanium and Platinum members got a two-level landing while many Ambassadors got a one-level landing.”
Despite that, many FlyerTalkers expressed frustration that while they thought they would drop by one tier at most, they are going down even further.
“All they need is a consistent policy you can rely on, and a year’s notice if they are going to change it,” notes forum member escapefromphl. “I’m not sure I care to do 26 more nights with just Gold and may just give up and be a free agent.”
No Guarantees on Status Qualification in 2021
The “soft landings” are being pulled at a time where Marriott is facing losses and furloughing employees due to the COVID-19 pandemic. A MarketWatch report notes Marriott furloughed around two-thirds of their corporate staff – including cutting the salary of CEO Arne Sorenson – while locations are temporarily laying off housekeepers and customer service employees. When FlyerTalk asked Marriott about requalifying for status in 2021, the hotelier noted that no decision is made.
I am longtime Hilton Diamond (just a few more nights to Lifetime) and a small time Marriott/Starwood player. Last year, I got to Titanium. As I have noted on other posts on FT, I have always found Hilton's programme better with significantly greater 'optional' benefits (upgrades) actually received (i.e. I feel the overall recognition is greater). So far, in 2020, I have 2 Bonvoy nights and 29 Hilton nights, with another 30+ (lockdown at Conrad in Manila) in play. I guess the data tells the story. If I don't get my Bonvoy again, it won't be the end of the world....I'll try, but it all depends on how things play out for the rest of the year. BUT, no matter what, I will maintain Hilton Diamond. In years past, I have done an extra stay here and there to get over the line. Soon, I will be lifetime. So foot off the pedal? I don't think so. For now, HHonors beats Bonvoy by miles...at least for me.
I went online and deleted my listed credit cards. Shame on Marriott Sorenson owns this one
Great for Hilton to extend my Diamond Status a Year..However unlike Bonvoy I have not had a real upgrade from Hilton in 2 years asf Diamond . Strangly I had more from Hilton when I was Gold. Go Figure.
Pissed? No, not at all, just recognizing this is a dumb decision. Marriotts in Spain, and various other countries are all CLOSED. there is no way to to earn points/tier status with any of the brands hotels in any of these locations. So no, you don't have until December to re-earn status. You have possibly six months or less, depending on when they are allowed to re-open. Hilton, by comparison goes the other route and flat extends everyone through 2022. Which brand do you think is going to earn more loyalty based business? The one that makes it harder to get or maintain status when there is PHYSICALLY NO WAY TO USE THE HOTEL/BRAND, or the one that says, "Hey, Pandemics mess with everyone, we're just gonna pretend 2020 didn't happen in terms of status.". I have family that works for Marriott. I *want* to stay at their properties out of loyalty, but as a business traveler, it's stupid to do so until they recognize they are not holiday inn, and business travelers, and frequent business travelers, are absolutely their bread and butter. Maw-maw and paw-paw and the grandkids want the cheapest. It's business and gov't travelers willing to pay the higher rates because it's not coming out of their pockets. That's just the economics of it. You make it harder for them to get or maintain status and they will migrate to the competition that doesn't. Regards, -Bouncer-
Why is everyone so pissed at Marriott Bonvoy? The status you show today is what you earned by December 31, 2019 which is before the COVID 19 issue. You still have till December 31, 2020 to earn your status. Marriott still has many months to evaluate the situation and determine what to do. Why should Marriott make a decision today? It is only March 2020. Stop being such spoiled, whiney folk. Everyone is affected by this COVID 19. You are here whining about whether you are going to get an upgrade or free breakfast. Marriott has way more important issues to deal with. So just STOP.