Marriott Rewards today made an announcement about new benefits (other programs have had these already for a long time) for loyalty program members this spring.
Gold & Platinum members will be eligible for 4PM check out (when available) at non-resort and conference center hotels. Marriott will introduce SPG style Ambassador service for likely Platinum Premier members. You can also start using Marriott Rewards points for SPG Moments style events.
You can access Marriott’s web page for these changes here.
Guaranteed Late Check-Out
Gold and Platinum Elite members may request late checkout, which could be as late as 4 pm, when making a reservation by phone, when checking in using the Marriott Mobile app, or upon arrival at the hotel. This benefit is available at all fully participating Marriott Rewards hotels with the exclusion of resorts, convention hotels and Marriott Vacation Club. Marriott Rewards and The Ritz-Carlton Rewards will continue to offer Silver Elite members the benefit of requesting late checkout on their day of departure. Guaranteed late checkout launches globally on May 16.
Elite Concierge Service
An initial group of Elite members will be invited to participate in a new Elite concierge service. These members will have access to an Elite concierge with whom they will establish a one-to-one relationship. The personal concierge will be able to anticipate their unique needs, ensuring the member’s preferences are recognized and their desires are met before, during, and even after their stay. The program will launch in late May for U.S. members of Marriott Rewards traveling worldwide and will continue to expand.
Pursue your passions by choosing from a wide array of curated special events and opportunities for discovery. See one of the hottest shows on Broadway, hangout with your favorite sports team, take a private cooking lesson with a world-famous chef – redeem Marriott Rewards points and express your inner you. The experiences marketplace will be available globally to all members in late May.
Marriott Rewards here is merely bringing the elite level benefits to the same level that competing hotel loyalty programs have already offered for years. These changes are welcomed, however.
The 4PM check out benefit may or may not be available. Marriott uses words “which could be” that indicates that it is NOT guaranteed unlike with others. Why introduce something if you don’t make it GUARANTEED? TI guess that they needed this “benefit” so that they could use it on their marketing material.
Marriott Rewards Gold and Platinum members are still not eligible for complimentary breakfast or lounge access at resort properties where this would be most welcomed. Other hotel loyalty programs don’t have this resort exclusion.
Seems that Marriott Rewards is here trying to bring the program up to SPG level. Will see how it goes.