Marriott devalues bonvoy points – a blow to loyalists

Marriott Bonvoy is quietly dismantling the very foundation of its loyalty program, slapping a hefty 5% to 10% devaluation on award nights across its global portfolio – and doing it without a single warning.

A silent erosion of value

For Marriott’s Bonvoy members, the promise of racking up points and redeeming them for luxurious stays has long been a cornerstone of the program. But that promise is rapidly becoming a hollow one, as recent data reveals a significant shift in award costs. Initial reports from Loyalty Lobby, coupled with our own analysis, paint a stark picture: Marriott is systematically squeezing the value out of earned points.

Over the weekend, Chinese booking sites and hotel pricing trackers flagged a startling devaluation, with an average increase of 5% to 10% on numerous properties. And the trend isn’t isolated to a single weekend. Year-over-year point increases are consistently climbing, with peak award rates now exceeding previous levels by nearly 13% within a little over a year – a trend particularly pronounced at St. Regis, Ritz-Carlton, Edition, and Luxury Collection hotels.

The numbers don't lie

Consider these examples: The Ritz-Carlton New York, NoMad now demands a staggering 160,000 points per night, up from 142,000 last year. The St. Regis Maldives Vommuli Resort is similarly exorbitant, requiring 220,000 points – a jump from 198,000. Even the Mystique Santorini, a Luxury Collection hotel, has seen a dramatic increase, demanding a whopping 172,000 points, nearly 46,000 more than it cost just a year ago.

These changes aren’t just a marginal adjustment; they represent a considerable reduction in the value of existing Marriott free night certificates. Suddenly, stays that were previously attainable with 35,000, 50,000, or 85,000 points now require adding a substantial supplementary stash of points – a painful prospect for any dedicated traveler. And the 25,000-point limit on certificate additions further compounds the problem.

A crack in the foundation

This isn't merely about a few isolated price hikes. It’s a fundamental shift in how Marriott is operating its loyalty program, prioritizing short-term revenue over long-term customer satisfaction. The silence surrounding these changes – the lack of any communication or transparency – is arguably more damaging than the devaluation itself. It’s a calculated move, designed to extract value from existing members without generating significant goodwill.

Bottom line: Marriott Bonvoy’s dynamic pricing strategy has morphed into a stealth devaluation, significantly diminishing the value of points and rendering previously attainable stays now unattainable. Loyalty, it seems, is no longer a guarantee.