Back in the fall Marriott Rewards introduced 4 new features to their program. I broke the news on their plan for cash and points, points sharing, points advance, and reward nights counting towards status.
These were modest changes, they’re things offered by other programs, and hardly revolutionary. They’re the kind of marginal improvements we’re used to seeing from Marriott Rewards to go along with periodic devaluations.
But with Marriott acquiring Starwood hotels they were pretty shell shocked to see the customer reaction among Starwood’s elite members. It became clear they were going to need to offer Starwood’s customers the kind of treatment they’ve been used to in order to retain them.