We recently published a piece where some hotels have started to put up signs on the number of elite members checking in on a specific day to damp down upgrade and other elite benefit expectations.
Marriott Bonvoy has been rushing to launch credit card products in more markets that yield elite qualifying nights from 10 to 40 or give Platinum status upfront. Also, there are often global or targeted promotions for double elite qualifying nights, like right now (read more here).
You can access Marriott Bonvoy here.
READ MORE: Marriott Bonvoy Rate & Bonus Points Offers
It is not unusual for hotels to be filled by 50% to 70% by loyalty program members in markets where they are well-developed and chains with robust elite benefits processes.
Something has gone terribly wrong if a hotel is 70% filled by Platinum, Titanium, and Ambassador members, frequently occurring in at least one Marriott luxury property in Japan with a club lounge.
I had a long discussion with a management team member who told me they are overrun with Platinum and higher members on weekends. More than 200 guests have lounge access to a lounge with a maximum capacity of around 70.
The hotel has a small number of suites that can perhaps accommodate a handful of elite members.
This hotel has opened its main restaurant as a makeshift club lounge on Saturday nights, accommodating guests that cannot fit in the main executive lounge.
I believe that we have come to a point where hotel loyalty programs need to tread very carefully if having an ever larger number of Platinum or higher guests makes sense because:
- Elite guests don’t get the benefits promised
- Hotels start ripping part club lounges and special breakfasts (muffin + coffee) for elite members eligible for a complimentary one
We need to get back to basics, and it is not that difficult:
- Status is earned by staying at hotels
- Rip bonus elite qualifying nights or elite tiers from credit cards
If we don’t, the hotel status is essentially worthless, and you get better benefits by staying at non-chain affiliated hotels by booking various consortia rates.
Marriott Hotels Displaying The Number Of Elite Guests Checking In:
Marriott Hotels Now Sharing Elite Check In Numbers At Front Desk?
Conclusion
The hotel elite status house of cards has started to collapse.
Hilton had already ripped away the Gold and Elite members’ complimentary breakfast from hotels in the US, and many of its hotels have decided not to reopen their club lounges after the pandemic.
There are large Marriott hotels in the US that only give bonus points instead of breakfast.
We either have to accept that there is no benefit of having top-tier status with any of the hotel chains, OR we really need to get back to basics on how the status is earned.
If a hotel is filled 70% by top-tier elite members, the program is lost for both the hotel and its guests.
