Marriott Introduces StudioRes: Loyalty Perks Take a Backseat
Mid-2023 saw Marriott lighting up the headlines with the buzzworthy introduction of StudioRes, a fresh offering in their suite of extended stay hotel brands. As always, there’s a bit of a wait from announcement to grand opening, but now we’re teetering on the brink of welcoming the first StudioRes property into existence. So, what can loyal Bonvoy members expect to find in their welcome pack? Sit tight—it’s a bit of a rollercoaster.
New Brand, New Rules: Say Goodbye to Elite Nights
Marriott has laid its cards on the table, and Bonvoy members might need a moment to digest what’s on offer at StudioRes.
- No elite nights will be earned at StudioRes stays—most Marriott brands dish out one elite night per night spent, but here? Not a single one.
- Members will receive 4x points per dollar spent. Sure, it’s something, but considering that most brands start at 5x points and full-service joints offer up to 10x, it leaves much to be desired.
- No elite bonuses on those 4x points, meaning elite members find themselves in the same boat as the rest—no bonus life jackets here.
- However, StudioRes spending will chip away at the $23,000 Ambassador spending threshold, so there’s that small win.
Marriott Executive Apartments is the oddball exception, offering an elite night for every three nights and a 2.5x points-per-dollar arrangement. Still, bold moves, Marriott. Bold moves.
StudioRes: The Basics and the Big Question
StudioRes is tagging along as a ‘basic’ extended stay brand. The dream was that patrons would cozily nestle in for 20 nights or more, with a nightly spend nestled comfortably around $80, dependent on location. However, nothing binds guests to such lengths, implying that shorter stays could very well become the norm.
Reading Between the Lines: A Peek at Marriott’s Ambitions
This new policy might look like a mere blip in the sprawling expanse of Marriott’s 32-brand empire. But zoom out a little, and it becomes a glaring example of the “growth at any cost” mantra echoing through the halls of major hotel groups.
Is Bonvoy a loyalty strategy or just window dressing on Marriott’s ambition to morph into an all-encompassing travel agency? The latter seems more in line with the trajectory they’re charting.
Remarkably, you could rack up those elite nights and points faster via home rentals than bunkering down in some of Marriott’s own territories. A curious state of affairs.
Marriott ruffled a few feathers when it started dishing out half elite nights to select brands, contradicting the very essence of an elite ‘night.’ Yet here we are, encountering the transcendental experience of a Marriott brand granting zero elite nights. Not even a smidgen of one!
The real kicker? Bonvoy will hand out Platinum status with a mere credit card, toss around double elite nights in promotions like confetti at a wedding, yet pinch pennies with this new brand. An interesting juxtaposition, wouldn’t you say?
Marriott’s CEO, Anthony Capuano, has humorously nudged that growth is, indeed, an all-consuming pursuit—expect net rooms growth carved with precision on his gravestone—and seriously stated the company’s intent to dominate the travel wallet entirely.
So, here we stand, observing Marriott extend a nonchalant hand to developers for the low-cost thrill ride of StudioRes, even if it means damping the spirits of loyalty perks. After all, developers are the steady clientele for Marriott; members like us? We’re simply part of their product range.
The million-dollar question is: how will the Bonvoy faithful react? Will they stand by Marriott out of habit, or draw a line in the sand that demands attention?
The Bottom Line on StudioRes and Bonvoy
Marriott’s StudioRes brand is gearing up for its debut, leaving a stark imprint on the landscape of Marriott Bonvoy’s offerings. While your stays won’t be counting toward any elite nights and will earn just 4x points sans bonuses, the big question remains—how will this affect your travel choices under the blue skies of Val Seny ski resort?
None of this surprises us much. It’s a nod to Marriott’s strategy of unfettered growth, but how will it pan out with members? Only time will tell.
Where do you stand on the perks—or lack thereof—at StudioRes properties?