Marriott is Transforming the All-Inclusive Segment Through Loyalty

Brian King, president of Marriott International Caribbean & Latin America, spoke with Skift on Marriott’s entry into the all-inclusive segment, and why loyalty is a “critical piece” in the market’s future. After entering the segment in 2019, Marriott now has eight of its brands for All-Inclusive by Marriott Bonvoy.

According to King, there are over 160 million Marriott Bonvoy members globally, and the loyalty program allows the company to analyze traveller data such as preferences, needs, and stay patterns, among others. In addition, King says the Marriott Bonvoy loyalty program is about more than just the hotels, but also about experiences, a travel marketplace, and a member base that shares their experiences. King highlights that the scale of the loyalty program gives the company a “compelling competitive advantage.”

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