A coalition of 51 hotel owners representing nearly 1,000 properties is pressuring Marriott International to restructure its Bonvoy loyalty program. The group argues that owners bear disproportionate costs while Marriott captures an increasing share of profits.
Projections indicate Marriott’s revenue from co-branded credit cards will reach nearly $1 billion this year.
In a formal letter to leadership, the owners demanded greater financial transparency. The group seeks a new reimbursement framework for free-night redemptions at rates comparable to online travel agencies.