Will Marriott’s Enormous Loyalty Program Asset Show Significant Increases in Customer Value?

For Marriott International, its acquisition of Starwood Hotels and Resorts Worldwide was a massive deal that enlarges its loyalty program pool considerably. During Marriott’s Nov. 8 third-quarter earnings conference call, Marriott International President and CEO Arne Sorenson said that only 16 percent of the combined 85 million Marriott Rewards and Starwood Preferred Guest loyalty members belonged to both programs, giving the company an opportunity to gain substantial incremental business. He also said that Marriott will cut costs....