Marriott International’s loyalty program, Marriott Rewards, launched Flashperks on July 17, which provides a new way for next-generation travelers to enjoy immediate awards.
Flashperks, an additional member benefit of the Marriott Rewards program, gives users the option to redeem points or use cash for limited-time, exclusive deals and experiences by visiting the Flashperks website, or whenever they receive push messaging to their mobile devices. For 12 weeks, Marriott Rewards will add about 10-15 flash offers each week, with each offer lasting for a limited time or until it is sold out.
Anna Lorch, Senior Director, Marriott Rewards & The Ritz-Carlton Rewards, participated in a compelling Q&A with Loyalty360 to discuss the new loyalty program.
What factors prompted the launch of Flashperks, and what are your goals for it?
Our research shows our members preferences are changing. They want more frequent engagements with the program and they want to enjoy the benefits of membership sooner and more often. This is especially true for younger members in the early stages of their careers. FlashPerks is one of a number of program enhancements that allow for more immediate gratification and more frequent engagement between Marriott Rewards and our members.
Can you explain how Flashperks will work?
With Flashperks, our members can take advantage of exclusive, time-sensitive offers that they can redeem for points or cash. Each week of the initial twelve week promotion, we will post new offers on our website www.marriottrewardsflashperks.com on Thursdays at noon Central time. Members simply have to check in weekly for the latest offers.
Was customer feedback a factor in the implementation of Flashperks?
We invest a lot in customer research and trends. We know our members want to engage with Marriott Rewards between stays and they want the opportunity to redeem points more quickly. This trend is especially true of younger members. They are beginning their business careers but not yet traveling at the frequency they will in the future as they advance within their companies and organizations. Flashperks is just one of a number of programs we have launched or will launch that will appeal to these younger members, allowing them to enjoy the benefits of Marriott Rewards more quickly and more often.
As a marketer, what keeps you up at night?
Working for the leader in hotel loyalty programs, I want to make sure I always see our competition at a safe distance in the rearview mirror.
How do you define loyalty and what does it mean to Marriott?
It is all about experiences and relationships with our members, rather than transactions. It is a relationship in which everyone wins. As members redeem points for vacations, they are creating lasting memories, which are intangible rewards that last a lifetime.
How do you stay on top of rapidly changing technologies, and what role does technology play in your loyalty program and offerings?
As a marketer, I rely heavily on our digital and IT teams. It is critically important to make sure we are all locked at the hip and that information sharing is a two-way street. These teams are immersed and understand the strategic direction and priorities the Marriott Rewards team has set. Armed with that information, they are equipped to uncover technology solutions, especially in mobile given the preferences of today’s travelers. In addition, we often identify technologies that sound appealing and the digital and IT teams are able research, test, and make recommendations for the future.