Marriott Bonvoy has changed its mind, but one which may have been good for its business. In December 2022, Marriott announced they would only soft-land their Ambassador members to the Titanium Elite Tier. Per their announcement then, it said,
We are pleased to offer Titanium Elite Status to our current Ambassador Elite Members who do not achieve the 2022 published criteria to maintain Ambassador Elite Status.As part of Marriott Bonvoy’s annual business processing, all other Elite Members with a status expiration date of February 2023 that did not achieve a higher Elite Status or renew their existing Elite Status during 2022 will be downgraded in early March 2023.
It now seems to have either decided that letting go a lot of members from their current status is a bad business decision (given they can switch to other hotel chains) or this was the plan all along to get members to work their status as much as they could by the end of the year.
Marriott decides to provide a soft landing for 2023
A Soft-Landing is where a member who fails to achieve the requirements for a particular tier is only granted a tier one down from where he was rather than being assessed on his actual business over the period in question.
After informing everyone in 2022 that Marriott will not be protecting member status in 2023, Marriott has changed its mind. On Marriott.com, now, you can read,
In January 2023, all Members will have their 2022 loyalty activity evaluated as follows:
- Members who achieved their existing Elite status again in 2022 will have their current status renewed through February 2024.
- Members who did not re-achieve their existing Elite status in 2022 will be offered one tier below their current status through February 2024. These members will see their new status starting in March 2023 and can enjoy their existing status through February 2023.
- Members who achieved a higher Elite level during 2022 already have a status expiration date of February 2024.
Essentially, if you were a Titanium Elite in 2022, you would be, at best, Platinum Elite in 2022. If you were Platinum Elite, you would be at least Gold Elite, and if you were Gold Elite, you don’t drop below Silver Elite.
This policy U-turn, of course, will not sit well with everyone. For instance, I ensured that I would hit 50 nights in 2022 and only go from Titanium to Platinum, and I confirmed lounge access and 4 pm late checkout. Had I known this earlier, I’d have made some choices differently.
But this makes sense for Marriott since they will hopefully not lose those members dropping off to another hotel chain for 2023.
Marriott Bonvoy, in a U-Turn on its earlier stance, has now announced that it will offer a Soft Landing to everyone who held status with Bonvoy in the past year. That will mean your status in 2023 will not go down more than one level below how it was in 2022. The new status will reflect only in March 2023.
What do you make of the new policy of Marriott Bonvoy?
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