I think the whole BRG scheme needs a rework.

At present the scheme works (i) to alert corporate HQ to hotels selling cheaper via OTAs and (ii) to incentivise members to do this detective work with the promise of getting 25% off their rate. It has almost nothing to do with the stated aim, which is that members are, in theory, meant always to get the best rate booking direct.

My pet hate is the scheme now not applying to a confirmed (cancellable) booking made via an OTA, which would seem to be the very best possible evidence that a lower price was available, but that's another post.

Because the incentive is generous if a BRG claim is granted, agents are trained to deny a claim wherever possible. That would almost be bearable if it just involved a rigid application of clear terms and conditions. In practice it appears to involve agents (not all but seemingly a growing majority) being not only inexperienced and/or overburdened, but deliberately unhelpful in initial responses, partially because many members will give up on a first refusal, and also to run down the clock where bookings are made relatively close to the stay date / the cancellation window. Like many on the forum, my experience over the last couple of years is that even successful claims seem to take 2-4 emails, meaning a claim made (say) two days out from the cancellation window will effectively never clear. By way of comparison, I've found Hilton will also use any available excuse to deny a price-match claim, but the process doesn't feel like taking an ice pick to the head in the same way.

The net result of this is increasingly I won't stay at a Marriott property which is $20 cheaper on Expedia/Agoda/etc (to say nothing of less reliable OTAs) because I don't like paying extra just to get my status/benefits; and that I think of the vibe of these delightful interactions, rather than those with staff at their 'aspirational' properties, when deciding whether it's worth keeping my stays in Bonvoy hotels.

I wonder if a less generous incentive (eg a 10% discount or matching +2K points/night), but with properly trained agents whose objective was not to defeat the claim but actually to let members get the best price by booking direct, might be better for everyone.