Marriott CEO on Next-Gen Loyalty and Market Volatility

In March, Marriott CEO Anthony Capuano sat down with Skift Editor-in-Chief Sarah Kopit for a session at Skift Forum India. In a wide-ranging conversation, Capuano highlighted the strength and evolution of the Bonvoy loyalty program, which now appeals beyond business travelers to include leisure guests by offering diverse and accessible rewards. He emphasized India's strategic importance, citing Marriott’s expanding footprint, a growing pipeline of hotels, and deeper localization efforts, including empowering regional teams and engaging directly with Prime Minister Modi. He also explained how live tourism, AI innovation, and cultural authenticity are critical factors shaping Marriott’s global strategy.

Key Points

Marriott sees India as a crucial growth market, aiming to make it its third-largest market, despite global economic uncertainties.

Capuano discussed the potential impacts of a U.S. recession and highlighted the importance of maintaining strong corporate profits and employment numbers.

While he acknowledged that loyalty programs were originally built for frequent corporate travelers, he explained that Bonvoy has evolved into a broader ecosystem that offers more immediate redemption opportunities like Starbucks perks and exclusive access to concerts by Taylor Swift and Beyoncé.

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