Marriott hosted its first-ever “Members’ Day” at headquarters, inviting 75 Bonvoy loyalty members to test new concepts and give direct feedback on innovations as part of a broader strategy to strengthen customer relationships in the AI era.
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Marriott InternationalMarriott International has taken an unprecedented step in the hospitality industry by inviting 75 of its most loyal customers to its corporate headquarters for the brand’s first “Members’ Day.” The gathering, held in Bethesda, Maryland, was designed as both a celebration of the Marriott Bonvoy loyalty program and a live focus group, giving customers a direct role in shaping the future of the company’s offerings.
Co-Creation With Guests
During the event, members were invited to test early-stage concepts ranging from redesigned guest rooms to new spa amenities and members-only lounges. They also provided hands-on feedback about Marriott’s forthcoming digital innovations, including the development of AI-powered tools aimed at making the booking process more personalized.
Peggy Roe, Marriott International’s Chief Customer Officer, emphasized the significance of the initiative: “We believe that listening to our members is the best way to innovate. These are the travelers who know our brand inside and out, and their voices are essential in creating experiences that feel meaningful and memorable.”
Building Loyalty in the Age of AI
The event highlights the growing importance of maintaining direct connections with customers at a time when AI and third-party platforms are changing how travelers research and book hotels. Analysts note that loyalty programs like Bonvoy are increasingly being used not only as a reward mechanism but also as a strategic tool for personalization and brand differentiation.
David Flueck, Marriott’s Senior Vice President of Loyalty, Partnerships, and Revenue Strategy, told attendees: “As AI transforms the way people shop and book travel, our relationship with our members becomes even more critical. We want Bonvoy to be more than a points program—it’s a community and a platform for innovation.”
A Broader Strategy
Marriott Bonvoy has grown to encompass more than 200 million members worldwide. The company has leaned heavily into leveraging this base to strengthen direct bookings and reduce reliance on third-party intermediaries. Industry observers suggest that initiatives like Members’ Day show Marriott is doubling down on a “customer-first” approach, building brand loyalty by making travelers feel part of the creative process.
Attendees at the event echoed this sentiment. One participant described the experience as “a rare chance to have our voices truly heard by a global company. It felt like Marriott was treating us as partners, not just customers.”
Looking Ahead
While Marriott has not confirmed which specific ideas will move into production, executives say feedback from Members’ Day will feed into design and service rollouts in the coming years. The company also hinted that the event could become an annual fixture, with rotating groups of members invited to contribute to innovation cycles.
By inviting its most loyal customers into the heart of its decision-making process, Marriott is signaling a shift in how major hospitality brands may innovate in the future—co-creating experiences directly with the travelers who know them best.
Source:L Marriott / GLO
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