How does Marriott best utilize its loyalty mindset to recognize customers in their loyalty program?

Marriott effectively utilizes its loyalty mindset by focusing on the concepts of employing and creating within its loyalty program. This approach allows Marriott to engage actively with its loyal customers and develop tailored experiences that strengthen the relationship between the brand and its guests.

By employing strategies that encourage customer loyalty, Marriott ensures that members feel valued and appreciated. This can include personalized offers, exclusive access to special events, and recognition through tiered membership levels that reward frequent stays. Creating a loyalty program that resonates with customers facilitates deeper connections and enhances the overall brand experience.

In contrast, concepts such as rewarding and punishing, evaluating and selecting, or setting and limiting do not capture the essence of a customer-centric loyalty mindset. These alternatives may imply a more transactional relationship, where customers are simply rewarded or restricted based on behavior, rather than fostering a genuine sense of community and appreciation. Therefore, the focus on employing and creating highlights the proactive and relationship-building aspects of Marriott’s loyalty strategy.