gerryburguera
Guest
It's not hard to believe at all. Most people who belong to any particular loyalty program don't really pay much attention to it. There has been a lot of ad spend on Bonvoy. The average person gets the survey and *has* heard of Bonvoy but never really knew much about what preceded it. So, sure, they might say they like the new program better, because advertising works---but not, for example, because it actually delivers more value.
And, that's probably fine with Marriott. Whether or not the program delivers real value is less important than if customers think of it positively.
I find it interesting that the Chief Marketing officer who led the introduction of the Bonvoy program recently resigned. I think a consultant was probably paid a substantial sum to come up with this 'wonderful' name.
I didn't see much direct data in that article vs. a lot of speculation. That doesn't make it wrong, (and I believe it is probably right) but I don't know that "data suggests" anything like what the author wrote.
The architect of the disasterous Marriott Bonvoy program, David Flueck, is still at Marriott International. He's probably on his way to an appointment as Archbishop, as he did exactly what Marriott International and Marriott hotel owners wanted, he massacared and entirely devalued the Starwood Preferred Guest Program, and to a lesser extent, the second tier (behind Starwood Preferred Guest) Marriott Rewards Program, and created Marriott Bonvoy, leading to less operating costs (and fewer liabilities) for Marriott International, and less costs and higher income potential for hotel owners. The loser in all of this, once Starwood Preferred Guest and Marriott Rewards members, and especially Marriott Vacation Club timeshare owners (if my memory is right, the maintenance fee on our Custom House week was about $700.00 in 1998).
That maintenance fee, for a Custom House platinum week, about $700.00, in 1998, exchanged for 125,000 Marriott Rewards points (every other year, to start, then modified, to every year (upgraded for a fee)). At that time, 200,000 Marriott Rewards points got you (Award Code 713) 7 nights in a Marriott hotel anywhere in the world, and two airline tickets to just about anywhere in the world (and, maybe in that era, an 8 day Hertz car rental (or the ability to return the car rental certificate for a credit to your Marriott Rewards account)). Now, for just about a $2,000.00 maintenance fee, that Custom House platinum week exchanges for 125,000 Bonvoy points, which get you a fraction of what it did in 1998. Oh, and the basis for Custom House ownership is a 62 year leasehold, expiring on December 31, 2057. So, the points/financial metrics must take into account that the remaining term of the leasheold in 2020, is 37 years, and not 59 years, as it was in 1998.
Back to the survey, and results, I think the survey was designed to produce entirely irrelevant, flawed results. More BS from Marriott.
Having worked in marketing research my whole career, I know that surveys can be structured and sampled to show the results than management wants. I highly doubt the statement: 'In a recent survey of Bonvoy members, respondents said that they preferred the new Marriott Bonvoy loyalty program over either Marriott Rewards or SPG by an eight to one margin'
I have not yet spoken to any previous Marriott Rewards member who prefers the new program. Comments on Marriott Insiders are overwhelmingly against the new program. The only advantage is that there are a lot more hotels to earn points at than previously, but that is due to mergers and expansion. 40% of new members came from China, so perhaps they were the ones surveyed about program preference. Redemptions are up because members now realize that you better use your points now before they become worthless.
The key for Marriott over the long term is what are the opinions of their most loyal members, and will the program devaluation cause them to take their business elsewhere. Unfortunately, most of their competitors have also devalued their programs.
Sounds like an opportunity to begin our own TUG sourced 'Bonvoy Satisfaction Survey'.