Which of the following is a primary goal of Marriott's loyalty programs?

The primary goal of Marriott's loyalty programs is to increase customer retention. Loyalty programs are designed to reward repeat customers, encouraging them to choose Marriott properties over competitors. By providing benefits like points for free nights, discounts, and exclusive offers, these programs create a meaningful relationship between the customer and the brand. This fosters brand loyalty, leading to higher customer retention rates, as guests are more likely to return to a chain where they have accumulated rewards and received positive experiences.

In contrast to this, limiting service offerings, standardizing hotel operations, and reducing marketing efforts do not align with the objectives of a loyalty program. Such actions may actually deter customers rather than retain them, emphasizing the importance of value-added benefits in maintaining customer loyalty.