How does Marriott relate rewards to customer loyalty?

Marriott relates rewards to customer loyalty by offering benefits to all members. This approach fosters inclusivity and encourages a wider range of guests to engage with the loyalty program, irrespective of their spending levels. By providing rewards that are accessible to both frequent travelers and occasional guests, Marriott strengthens the overall customer experience and encourages repeat business. This strategy not only enhances loyalty but also builds a stronger relationship with a diverse customer base, ultimately leading to increased brand affinity and long-term customer retention.

Recognizing a broader membership base allows Marriott to cultivate loyalty across different demographics, rather than focusing solely on high spenders or new members, which could alienate valuable customers who may not meet those specific criteria.