Global Hotel Groups Bet on Customer Loyalty To Beat Online and AI Agents (ft.com)
- Reference: 0180474281
- News link: https://tech.slashdot.org/story/25/12/29/1522239/global-hotel-groups-bet-on-customer-loyalty-to-beat-online-and-ai-agents
- Source link: https://www.ft.com/content/b4ee6ec8-cfdc-4f28-b4ab-65baf611125b
Marriott's Bonvoy program reached almost 260 million members by the end of September, an 18% jump from the prior year. Hilton has lowered the barriers to elite status and struck partnerships that let members spend points outside its hotel portfolio.
AI-powered booking tools could route customers away from brand-conscious decisions, but they could also offer hotels a cheaper distribution channel than traditional OTAs. Marriott CFO Leeny Oberg said at a conference this month that AI bookings "could potentially be cheaper than the OTAs." Wyndham CEO Geoff Ballotti called tools like ChatGPT and Gemini "a unique opportunity" to reduce OTA dependency.
[1] https://www.ft.com/content/b4ee6ec8-cfdc-4f28-b4ab-65baf611125b
I'm concerned that they are concerned... (Score:2)
What seems most concerning is that they are freaking out about 'agentic' when the status quo is a combination of direct price comparison and sale through travel agents that are taking a 15%-25% cut.
Best case, it's just a matter of there being something about suits that makes them believe anything you say about 'AI' with an inhuman fervor; worst case that's the reaction of someone who expects the leading botherds to enjoy enough market power to take an even deeper bite than the current travel agents do; w
Buy direct is often more expensive (Score:3)
I would have no problem booking a hotel directly with the property but most of the time expedia or one of its clones is cheaper. Do they really expect me to be loyal and pay more?
Re: (Score:2)
Yeah, you mean to tell me that even with a 15-25% markup it's still cheaper to use travel sites than to book directly? LOL, give me a break.
I like using the travel sites for a few reasons:
1. I can book an entire trip at once, tying the travel together into one coherent package. I can time the hotels, cars, and flights together easily. For most people who book, wouldn't it suck to realize you booked the hotel for the 14th when your flight gets in late on the 13th and realize you have no hotel room that eveni
Bonvoyed (Score:2)
Marriot has lowered the value of Bonvoy to the point the main perk I get as someone at the highest tier is upgraded rooms and club access if the property has one. Bonvoy members have a term for what Marriott is doing, it's being "Bonvoyed."
Re: Bonvoyed (Score:2)
Club access for free is a decent perk. I'm Bonvoy Gold, and too often that gets absolutely nothing.
The Problem With Hotel Perks (Score:2)
Most hotels are independently owned. Just because it says "Marriott" on the sign does not mean the hotel is owned and operated by Marriott. If the hotel owners don't want to provide these perks, these plans mean nothing.
Re: (Score:2)
Not owned by Marriott but definitely operated and marketed by Marriott.
The owners are silent and have no say.
Quality matters (Score:2)
I would be more loyal if quality was more consistent by brand. Even some of the top brands, such as Hyatt, the hotel quality really varies greatly from location to location. So if I'm going to pay Hyatt prices, I want to expect good quality every time. Unfortunately, that's not the case with any of the brands so every new location requires reading lots of reviews, looking at maps and street views, etc. I stayed in one Hyatt Place, for example, where the pool had been shutdown for more than a year and the ai
Booking with chains may not be trouble-free (Score:2)
In 2024, Marriott entered into a 20 year partnership with Sonder Holdings Inc, a company that managed short-term rentals, to add 1,500 rooms. Marriott customers could book Sonder rooms through Marriott. Unfortunately in November 2025, Sonder filed for chapter 7 bankruptcy (liquidation) and refused to accommodate booked reservations. That left many [1]Marriott customers with no reservations [hoteldive.com] and in some cases no refunds. Marriott however will not cover the amounts and in some cases could not accommodate their cu
[1] https://www.hoteldive.com/news/marriott-sonder-licensing-agreement-terminated/805402/
They expect me to be "loyal" ? (Score:2)
What a joke.
I'm not loyal to any corporation that is only concerned about profit.
Don't Be Stupid (Score:4, Insightful)
> they could also offer hotels a cheaper distribution channel than traditional OTAs. Marriott CFO Leeny Oberg said at a conference this month that AI bookings "could potentially be cheaper than the OTAs."
Now, don't be stupid! He does not mean reduce the price of a hotel room. He means cut his cost and increase his margin.