万豪和喜来登合并开始关注Loyalty
经过杰西卡·蒙特瓦哥/照片:Ellenm1
Marriott International凭借其130亿美元的收购完成,通过专注于两家公司的最忠实客户,迈出了与喜达屋酒店和度假村的第一步。
As of today, the 78 million members of Marriot Rewards, Starwood Preferred Guest and The Ritz-Carlton Rewards loyalty programs will be able to link their accounts—and their points—and redeem them across the company’s combined portfolio of 5,700 hotels in more than 110 countries.
链接的忠诚度计划将是“地位匹配”,无论与品牌的历史如何,都在一个计划中获得了一个计划中的黄金或铂金精英成员。目前,万豪奖励将继续与摩根大通(JPMorgan Chase)的信用卡计划合作,SPG将与美国运通(American Express)一起提供喜达屋首选的客人卡。
三名万豪或丽思卡尔顿奖励积分将等于一个喜达屋点。
为客户的最大利益结合计划始终是合并的关键原因。万豪首席执行官阿恩·索伦森(Arne Sorenson)今年早些时候表示:“我们之所以这样做的主要原因是忠诚计划。”当然,这项交易(万豪人士说这笔交易将花费大约两年的时间才能完成),还可以帮助公司削减成本。
Marriott, now the world’s largest hotel company, also said it plans to keep all 30 distinct brands; in the luxury category, for example, it will now have Ritz Carlton and JW Marriott, as well as the former Starwood brands St. Regis and W Hotels. Starwood’s lifestyle brand Aloft will join Marriott’s Moxy and AC Hotels; the Marriott brand will complement Sheraton. Sorenson said the goal is to “emphasize the distinctions” between each brand, and giving the consumer more options.
这次购买还为万豪酒店提供了与公司旅行购买者的更多杠杆作用,从而使与单个供应商进行谈判变得更加容易,尤其是在亚洲新的喜达屋库存中。这也使万豪成为Expedia和Priceline等在线机构的更强大的竞争对手。
合并本周早些时候获得了中国监管机构的最终批准,从而为今天最终确定购买的道路清除了道路。