There’s an interesting feature on the cover of the latest edition Bloomberg Businesweek.
It concerns Marriott’s acquisition of Starwood Hotels Group. It happened in 2016. However, it has taken nearly two years for Marriott to combine its frequent guest programme with that of Starwood. The new combined programme will launch later this month.
It seems that the thorniest issue behind the transaction was not both sides and their armies of lawyers agreeing the terms of the deal or combining reservation systems, but their respective frequent guest programmes. Every single development in this regard has been carefully scrutinised by members on tenterhooks that their beloved benefits may be lost.
Put simply, who should be entitled to a free breakfast under the new programme!?
The article gives a good understanding of the workings of hotel loyalty programmes and the sometimes absurd lengths, known as “mattress runs” (it’s nowhere near as interesting as it sounds..), some members will go to climb the ranks of the programmes.
In the interest of full disclosure, I have been a member of some frequent guest programmes and enjoyed their benefits, principally late check-outs. But none have compelled me to be slavishly devoted to one hotel programme and I have been happy to let membership lapse.
Airline and hotel loyalty programmes are not the same
When it comes to flying, there is a logic of choosing to align yourself with one of three airline alliances to accrue frequent flyer benefits.
There is an assurance of flying with an airline in an alliance that there isn’t with booking large hotel groups.
In air travel, there is much scope for things go wrong. As customers of Primera Air and Norwegian have learned, for small airlines there are little means to recover from aircraft availability issues. When flying on a large airline, there is the assurance of the back-up it has through the size of its fleet, its network and its joint-venture and alliance partners. This isn’t so much the case with hotels. The only time I could genuinely see a need to stick with a large chain is when staying in a destination where you need to be confident of hotel security and its support should you have problems.
Continue reading “Why I Ignore Hotel Loyalty Programmes”