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Marriott Bonvoy Membership Program- Marriott Hotels & Resorts | GreatCase100

This case study discusses the "Marriott Bonvoy" loyalty program, which offers members unique travel experiences. It has become the world's most famous hotel loyalty program, with over 133 million members, and has transitioned from a loyalty program focused on enhancing member loyalty to a travel platform.

Subjects:

Hotel, Travel and Tourism and Marketing

Keywords:

Hospitality industry -- Marketing Customer relations -- Management Hotels -- Marketing Customer loyalty

Resource Type:

Others
Others

Diaoyutai MGM Hospitality's MGM Lion Club Member Reward Program | GreatCase100

Diaoyutai MGM Hospitality launched the MGM Lion Club member reward program, a cross-industry collaboration between Diaoyutai State Guesthouse and MGM International Hotel Group. The program aims to provide unique high-end experiences and promote the merging of the two brands. The marketing strategy involved collaborating with large platforms, industry leaders, and business partners to expand reach and increase brand awareness. The outcomes were rapid membership growth, attraction of high-net-worth customers, and elevated brand awareness. Challenges include limited availability of Diaoyutai hotels to attract members and the need to focus on digital development for market expansion and word-of-mouth marketing.

Subjects:

Marketing and Hotel, Travel and Tourism

Keywords:

Customer loyalty programs Hotels -- Marketing Customer loyalty Hospitality industry -- Marketing

Resource Type:

Others

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Marriott Bonvoy Membership Program- Marriott Hotels & Resorts | GreatCase100

Diaoyutai MGM Hospitality's MGM Lion Club Member Reward Program | GreatCase100

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