Evolving Marriott Bonvoy with Loyalteez

Marriott Bonvoy: 200 million members, 30 brands, $7 billion liability—and zero value outside hotel walls.

Marriott's loyalty program is a balance sheet problem, not a relationship. $7 billion in deferred obligations. Every decision filters through liability management. A 1% decrease in breakage estimates increases liability by approximately $50 million. The program needs customers to not redeem—that's the business model.

The Old Model: Bonvoy Points

Elite Tier Complexity

The Math That Doesn't Add Up

For Guests

1. Point anxiety — Should I redeem now before the next devaluation?
2. Unpredictable value — Is 50,000 points a good deal? Who knows.
3. Elite promises unmet — Upgrade promises rarely delivered at scale
4. Hotel-only value — Points trapped in Marriott properties

For Marriott

1. $7B liability — Every decision filters through financial risk management
2. Breakage dependency — Profits when guests don't redeem
3. Elite tier crowding — 200M members means benefits feel diluted

The Loyalteez Redesign

From Liability to Value

No Tiers—Just Perks

Want an upgrade? It costs X LTZ. Lounge access? Y LTZ. Late checkout? Z LTZ. No promises. No disappointment. Transparent, predictable, plannable.

Hotel Perks as Acquisition

Marriott creates perks redeemable with LTZ. Customers earning LTZ across the ecosystem can access Marriott perks. A frequent flyer's LTZ might unlock a suite upgrade. That's acquisition from beyond the hotel world.

How to Implement It

// Marriott stay completion
await fetch('https://api.loyalteez.app/loyalteez-api/manual-event', {
  method: 'POST',
  headers: { 'Content-Type': 'application/json' },
  body: JSON.stringify({
    brandId: process.env.LOYALTEEZ_BRAND_ID,
    eventType: 'stay_completed',
    userEmail: guest.email,
    domain: 'marriott.com',
    metadata: {
      reservation_id: stay.reservationId,
      hotel_brand: stay.brand,
      nights: stay.nights,
      total_folio: stay.totalFolio,
      // Crosswalk: Bonvoy = 10 pts per $1
      legacy_base_points: Math.floor(stay.totalFolio * 10),
      // Loyalteez: Same earning for all (no tier complexity)
      ltz_earned: Math.floor(stay.totalFolio * 10),
      // Track status for display only
      bonvoy_status: guest.bonvoyTier || 'member'
    }
  })
});

See: Event Handler API

Before/After Summary

For Marriott

For Guests

The Headline

Marriott has 200 million members and $7 billion in loyalty liability.

That liability represents promises made. Every devaluation breaks those promises.

On Loyalteez: No promises to break. No liability to manage. No breakage to depend on. No value to erode.

200 million members with eroding trust is a vulnerability. An ecosystem of engaged guests with growing value is an asset.

See Also

• Evolving Delta SkyMiles — Another $7B partner revenue case study
• Perks Service — Redemption mechanics