Marriott Bids Award Chart ‘Adieu,’ Moves to Dynamic Pricing Model

By Kurt Stolz on 27 March 2022
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Marriott Bonvoy, the hotel chain’s guest loyalty program, will be making significant changes in the coming week.

The changes, which go into effect on Tuesday, include a move to dynamic award pricing and the elimination of the standard award chart.

In effect, the hotelier will eliminate its current award charts and replace it with what it termed, in October 2021, “flexible points redemption rates,” when it originally announced these plans.

From Tuesday through the end of 2022, award pricing at 97% of Marriott properties will continue to range between off-peak and peak redemption rates.  Accordingly, 3% of Marriott properties will likely have higher redemption rates than they currently offer.

Starting in 2023, all Marriott room redemptions will be based on dynamic award pricing.  Dynamic award pricing means that the price of a room in a guest loyalty program’s currency will vary based on occupancy of the property, the day of the week, the time of year, and several other factors.

The “fifth night free” offer will remain but, under the new policy, there will not be a cap on how many points a room might cost.

Marriott is, however, far from alone in this move. Hilton Worldwide got rid of its award charts and adopted dynamic award pricing in 2017 and InterContinental Hotels Group followed in 2020.

(Photo: Accura Media Group)

Accura News

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