Marriott is expanding its loyalty program to include two new mobile components—FlashPerks and LocalPerks—aimed at millennials.
FlashPerks, like a flash sale site, gives members the option to redeem points or use cash for limited-time deals and experiences. FlashPerks launches July 17 with offers including a stay at the world's tallest hotel, the JW Marriott Marquis Dubai, or the chance for a two-day test drive of an exotic car.
LocalPerks sends out geotargeted mobile offers during a member's stay. Participating hotels will send out push notifications using beacon technology to guests on their mobile devices as they move about the property. Offers will be tailored to the individual property and include food and beverage, spa and golf specials.
Marriott plans to expand LocalPerks to include Marriott Rewards offers available locally in the neighborhoods surrounding participating hotels.
"With the best loyalty program in the business, we are constantly innovating to provide our members new and compelling ways to engage with Marriott Rewards," said Karin Timpone, global marketing officer. "With our global portfolio of brands and our ability to scale our mobile activations quickly, we are excited by these and other opportunities that marry new technologies and consumer benefits."
The program is in line with the growing number of businesses combining loyalty programs with mobile commerce, making it easier for users to manage accounts, get and redeem offers, and in some cases even pay with a mobile device.
FlashPerks and LocalPerks follow the launch of PlusPoints in May 2014, which enables members to earn Rewards points through everyday social behaviors such as tweets, retweets, and checking in on Facebook and Instagram posts. Marriott is a favorite choice of many business travelers since many are members of its loyalty program. Local and FlashPerks are two ways for it to woo and keep younger, more mobile savvy, travelers coming back.
-See this Marriott press release
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