Loyalty programs continue to increase in complexity and major brands add more angles to capture the diverse interests of customers. And there's a lot of copycatting, too.
Travel Weekly: Marriott plans massive expansion of select-service brands, 2017-Mar-27 by Danny King
The PlacePass investment represents a point of departure for Marriott. Founded last year, the Cambridge, Mass.-based company offers listings and price comparisons for more than 100,000 "authentic local" experiences in 800 destinations worldwide, including activities such as a picnic in the Grand Canyon, a tour of U.K. filming sites for the "Downton Abbey" TV series and the chance to cook pasta with a chef in Italy's Tuscany region.
Marriott appears to be taking a cue from companies such as TripAdvisor and Airbnb, both of which have in recent years branched outside their core businesses to invest in in-destination listings services. ...
Stephanie Linnartz, Marriott's global chief commercial officer, told analysts and investors, "We want to be able to provide more value to customers so that they're more engaged with us. The loyalty program is incredibly important to driving the top line."