Phê Vé
April 7, 2026 • 3 min read
Loyal Marriott Bonvoy customers may find themselves receiving less recognition and rewards compared to non-members, as Marriott seems willing to invest more to attract non-member guests.
Don’t Feel Neglected as a Loyal Customer
If you hold a Marriott Bonvoy membership card, you might have noticed that the rewards for your stays seem to be less generous. This observation comes from Capital One Shopping, which highlights how Marriott appears to value non-member guests more than their loyal customers. They seem ready to spend more to attract those they don’t consider part of their loyal base.
The Gap Between Members and Non-Members
Capital One Shopping clearly differentiates between "Member or Non-Member Marriott Bonvoy Stays" and "Preferred Member Marriott Bonvoy Stays." While the percentages may vary, Marriott consistently pays out more for bookings made by non-members and basic members compared to those from preferred members. This results in Capital One offering higher cashback to non-member guests.
Pressure from Guests
This sends a rather troubling message from Marriott: If you’re loyal to us, you’ll get less! Economically, this makes some sense—why pay a customer you think you’ve already secured? However, they rarely make this behavior public.
Booking Channels
Capital One is showcasing a discrepancy in how they reward bookings, which is quite unusual. Most other booking platforms typically only disclose a lower cashback rate. They strive to maximize the cashback that customers can receive, which is crucial for the amount they can allocate for advertising.
Cost of Reservations
Marriott views the stays of preferred customers as less valuable. They openly state that being a Bonvoy member "costs less because they book through the lowest-cost channels." For instance, affiliate sites are part of how they develop these direct booking channels.
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Preferred Member Benefits
Once someone becomes a preferred customer, Marriott sees no reason to spend money on a booking they believe they have already secured. Moreover, preferred customers may end up costing more due to the reward points they accumulate during their stays.
Customer Strategy
Marriott is willing to spend to attract non-members or basic members. However, they seem less inclined to invest in retaining the loyalty of a preferred customer they’ve trained to book with them. Preferred status does not equate to being a more valuable customer. In fact, Marriott has admitted that they see you as a guest they’ve already acquired.
Preferred Customers
Preferred customers often stay longer, spend more, and fill more rooms. Yet, Marriott is reluctant to spend much on third parties to reclaim customers they already have. This has made their loyalty narrative less credible, as they don’t truly treat preferred customers well.
Comparison with Other Industries
Of course, Marriott isn’t the only entity exhibiting this behavior. A more obvious example might be American Airlines, which has often provided higher discount codes for passengers outside of their hubs.
In Conclusion
This perspective shows that there’s no guarantee of special privileges just because you are a loyal customer. I’m quite disappointed with this message from Marriott!
Phê Vé
Phê Vé is a leading online flight booking platform in Vietnam, providing accurate and up-to-date travel information. We are committed to delivering wonderful travel experiences with the best prices on the market.