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Marriott recently and Chase have recently released a joint credit card Chase Visa. According to the new loyalty program, customers are more difficult to get the highest level of elite membership. The Marriott American Express joint card will not bring much profit to many people who like to convert the hotel points into the airline's permanent guest program. But Chase Visa will bring more benefits to the cardholders. The members of the new scheme can get 6500 hotel products, which greatly increases the space to earn points and exchange money.
As the largest hotel group in the world, though the size of Marriott is playing a game with OTA, it can scare the customers if they are over the right to speak. It was feared that the loyalty integration of Marriott could be more linked to hotel revenue, and the New York Times argued that the integration move from Marriott was relatively mild. Based on the loyalty plan of revenue, many airlines have done so, and many passengers are against it.
But the latest moves by Marriott are not impeccable. The veteran's reward program members often do their best to combine the products of a single hotel or airline and use a joint credit card to achieve the best results. Since the new card will give different points according to the different locations used, each person needs to do some calculations to better adapt and use the new rules and systems.
To evaluate any loyalty plan is to analyze exchange and earn first: what do you get with loyalty? David Flueck, senior vice president of global loyalty at Marriott, said hotel guests will get 20% more points than before.
However, even if the number of points is too large, it will be meaningless if it fails to be valued at the time of conversion. Marriott completed the acquisition of Starwood in September 2016. It will launch three price points for free rooms next year: standard price, peak season price and low season price. In such a program, Marriott has much room to cut rewards for frequent travelers to improve revenue.
Flueck responded that Hotels with lower standard incentive prices would have more hotels than the rising ones, and the number of nights in peak season would not be great. When asked whether these changes were intended to belittle the value of the Starwood Loyalty Programme, Flueck denied it. Members of the Starwood loyalty scheme often earn 3 cents per point when booking free rooms, which is quite high.
Loyalty programs bring more benefits besides integral points, but it is not easy to earn money. The members of Starwood had previously been eligible for platinum membership after 25 visits, and now they need to stay 50 nights to get a platinum membership. But this year, Marriott will allow tenants to qualify according to old rules or new regulations.
For members above the platinum level, many benefits will remain the same, including entering club lounge, upgrading part of the suite, and checking out at 4 p.m. at each hotel (except in some cases, resort hotels and Segmen Hotel).
In addition, a traveler who usually stays at a Marriott lower price hotel may get a good news: at a hotel under a Wan Hao banner, whether it is Courtyard or Ritz, no matter how much the price is, the hotel is counted at night. In this regard, Marriott did not follow the airline's loyalty mode of tightly linking revenue.
"We do not want loyalty scores to be too difficult for business travelers who travel frequently to the second tier market," Flueck said.
Marriott chose to cooperate with American Express and Chase at the same time. Both American Express and Chase launched a new card on Monday.
The annual cost of the new Premier Plus Chase card is more than $10, but it will be more than the current Premier card score.
What's more interesting is that American Express will launch a Luxury American Express card in August this year, which will cost up to $450 annually. A 6 point loyalty score of $1 per hotel, $3 per restaurant and airline, and $2 per consumption in other places at a hotel under a Wan Hao flag.
Marriott has begun to allow Starwood members to transfer to the Marriott loyalty program by 1 points to 3 points, but New York Times reporters tested the credit card consumption integral conversion from 2017 to the present, and the final score has been reduced by 1/3 than expected.
At first glance, it seems to be very cost-effective, especially for those travelers who use points to exchange their mileage. But the fewer points earned, the less the mileage that can be exchanged.
So who's going to use this card? Other benefits include a $300 credit card consumption at Marriott every year, and the annual fee of the credit card will be reduced to $150. Then, consumers will receive a free night Award (except the most expensive hotel), which is very cost-effective compared to the annual fee of $150. Cardholders can also use Marriott high speed Wi-Fi free of charge.
Consumers who spend $75000 a year do not need Check Inn Hotel to get platinum membership. It may disagree with consumers who have accumulated to stay overnight to become elite members, but Marriott believes that the new platinum membership will not be too much in this way because the annual consumption is not much more than $75000. (Nic compiled)
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