Marriott Bonvoy has already revealed its standing smooth touchdown coverage for the subsequent membership yr, and it’s excellent news (properly, at the very least for individuals who don’t requalify for his or her present standing tier)…
Marriott Bonvoy’s 2024 standing smooth touchdown coverage
Marriott Bonvoy has introduced its standing smooth touchdown coverage for 2024, for conditions the place somebody doesn’t qualify for a selected elite tier primarily based on their exercise in 2023. Particularly, elite members who don’t obtain the revealed standards to keep up their standing will solely drop down at most one elite tier.
In different phrases, Ambassador Elites will at most drop to Titanium Elite, Titanium Elites will at most drop to Platinum Elite, Platinum Elites will at most drop to Gold Elite, and Gold Elites will drop at most to Silver Elite.
For what it’s price, this coverage matches Marriott’s historic strategy to standing smooth landings. Earlier than Marriott and Starwood merged, again when Marriott’s loyalty program was named Marriott Rewards, Marriott persistently had a standing smooth touchdown coverage. With this, Marriott Rewards members by no means dropped multiple elite tier per yr, no matter their exercise.
Clearly this wasn’t a priority for a few years, given the standing extensions we noticed because of the pandemic. Nevertheless, final yr Marriott introduced this coverage again, and that custom will likely be persevering with this yr.
Standing smooth landings make a number of sense
Through the pandemic, we noticed airline and resort loyalty applications largely lengthen elite standing a number of instances. This made sense, given the extent to which enterprise journey decreased for a lot of. Nevertheless, with the massive improve in leisure journey and all the brand new methods to earn elite standing, we’ve seen elite ranks swell.
Personally I believe the idea of a standing smooth touchdown makes a number of sense. In spite of everything, typically life circumstances change for folks, and in lots of circumstances these modifications are simply non permanent. In case you drop from prime tier standing to no standing, you don’t actually have a lot of an incentive to remain loyal to that resort group when your journey picks up once more. By providing a smooth touchdown, loyalty applications can attempt to construct extra of a long run relationship with members, and that’s a optimistic.
Backside line
Marriott Bonvoy has a beneficiant standing smooth touchdown coverage for 2024, for individuals who don’t requalify for standing in 2023. In case you didn’t requalify in your present standing tier with Marriott Bonvoy in 2023, you possibly can anticipate that you just’ll be downgraded at most one standing degree.
What do you make of Marriott Bonvoy’s smooth touchdown coverage for standing?
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