Client Challenge

Marriott was planning an integration of its loyalty program Marriott Rewards (including The Ritz-Carlton Rewards) with Starwood Preferred Guest (SPG). As they worked to rebrand the program, they wanted to demonstrate their commitment to their customers. This involved improving the loyalty member experience, delivering and expanding benefits, and strengthening members’ opportunities for redeeming points.

Our Solution

North & Main worked with Marriott to design elements of the program, and supported the launch and activation of the integrated loyalty program in a way that made sense across all disciplines of the company. We mapped the experience of customers, to help Marriott understand where extra care and attention was needed, and where there were opportunities for improving elements of the program. Then, through sprints, we focused on various pain points to design solutions. We also provided Marriott with hands-on project management, supporting the work day-to-day and making sure that internal stakeholders were in the loop on progress.

our results

With our help, Marriott formally rebranded the integrated loyalty program as Marriott Bonvoy, with 110+ million members. We also supported Marriott in piloting a new benefit, enabling members to earn and redeem points at select hotel restaurants in Asia and the Middle East.