• Home
  • Reviews
    • Flight Reviews
    • Hotel Reviews
    • Lounge Reviews
    • Trip Reports
  • About
    • Press
  • Contact
  • Privacy
  • Award Expert
Live and Let's Fly
  • Home
  • Reviews
    • Flight Reviews
    • Hotel Reviews
    • Lounge Reviews
    • Trip Reports
  • About
    • Press
  • Contact
  • Privacy
  • Award Expert
Home » Elite Status » Overheard: Marriott Bonvoy Lost A Lot Of Elites Last Year
Elite Status

Overheard: Marriott Bonvoy Lost A Lot Of Elites Last Year

Kyle Stewart Posted onApril 9, 2023April 9, 2023 33 Comments
My dear readers, some links on this site pay us referral fees for sending business and sales. We value your time and money and will not waste it. For our complete advertising policy, click here. The content on this page is not provided by any companies mentioned, and has not been reviewed, approved or otherwise endorsed by these entities. Opinions expressed here are the author's alone.

Clients this week shared some information from a Marriott employee that suggested the brand had a significant drop off in Bonvoy elite status holders. 


If you are considering booking travel or signing up for a new credit card please click here. Both support LiveAndLetsFly.com.


If you haven’t followed us on Facebook or Instagram, add us today.

Note: Information overheard should always be taken with a grain of salt. There’s no way to corroborate the truth of these statements so it could be useful insight into the inner workings of Marriott or it could be a mistaken employee. It’s also cursory but there’s no way to verify with Marriott Bonvoy their current renewal rate. If conjecture and hearsay aren’t for you, this post probably isn’t either.

Overheard From A Marriott Employee

Clients this week were staying in a Marriott business hotel in Houston, Texas. One of them visits the hotel every single week (but only started in earnest middle of the first quarter of this year) and the other is less frequent with the brand, spreading out their stays amongst a few brands but is Lifetime Gold with Marriott.

At check-in, the regular client was treated to an upgrade to the lounge floor where both clients had become familiar with staff and used to the evening treatment before or in lieu of dinner. The other was not to which the staff member checking them in mentioned (paraphrased):

“You dropped down a tier it looks like. I’ll upgrade you because you’re here all the time. Marriott sent us a note saying a lot of Bonvoy elites had dropped.”

Corroboration Of Lower Than Normal Elite Numbers

There are lots and lots of examples of other brands struggling to achieve elite status level targets. This is evident by the vast number of status match/challenges. Just last week, I covered three status matches or challenges (two of them Hilton.) Marriott has a challenge of (8) or (16) nights in 60-90 days (depending on when a guest signs up.) United is still starting some elites with a head start on 2024 requirements. Spirit announced a very unique status match that included hotels and a paid component. American Airlines has hosted a progressive rolling status challenge, no match from an equivalent level required.

Status challenges are not unique but they often require a match to an existing elite status level that has been achieved elsehwere in an attempt to win their business. We aren’t seeing that at the moment.

What Marriott (And Others) Will Do About It

Confirmation bias is a problem when reaching a meaningful conclusion. Those that read this blog know that business travel has not and will not return to 2019 prior peak levels any time soon. Some could blame a potential financial downturn and that’s probably going to contribute to it for the next couple of years. Others would point to video conference calling due to COVID that showed many meetings could be a phone call and businesses wouldn’t fall apart. Cynics might point to ever inflating requirements for ever fewer benefits that has made many frequent travelers “free agents” rather than captured revenue.

A hopeful part of me would hope that many may have a revised view of home life too and have realized that they don’t need to concern themselves with room upgrades, life on the road forming a stronger bond with family.

The broader picture, it appears to me, is that business travel is not going to recover to where it once was. Perhaps nominally, as travel continues to grow and with blended trips that go by the annoying term, “bleisure” business travel numbers may return to previous heights. But it won’t happen fast enough if it happens at all.

The reality for airlines and hotel chains is that they will have to lower requirements and/or add back benefits. Some of this is already happening. United seems to be reading the tea leaves and has chosen to essentially walk back some of its elite status requirements by providing an annual bonus that reduces requirements. American has added milestone benefits for those that don’t fully reach the status level they choose. I don’t think any of the brands will lead the march backward to reduce requirements outright, but I think they are already finding ways to try to lower the bar.

Conclusion

The world has changed and the reality for travel providers has begun to set in that business travel will not return to the level it once reached. Either the parameters have to change to achieve the same elite levels, or providrs will have to change their elite targets. While room rates remain high and airplanes remain full for the moment, elite members that carry providers through difficult times (like recessions) may not be there in the future in the same capacity. The question that remains is what airlines, hotel chains, and car rental companies will do about it.

What do you think? Are hotels and airlines struggling to maintain elite levels? Will they lower the bar (reduction of requirements or accelerated earnings) to return to normal levels or will they revise expectations? 

Get Daily Updates

Join our mailing list for a daily summary of posts! We never sell your info.

You have Successfully Subscribed!

Previous Article THE TARV, Faroe Islands (Restaurant Review)
Next Article American Airlines Turns Loyalty Upside Down

About Author

Kyle Stewart

Kyle is a freelance travel writer with contributions to Time, the Washington Post, MSNBC, Yahoo!, Reuters, Huffington Post, MapHappy, Live And Lets Fly and many other media outlets. He is also co-founder of Scottandthomas.com, a travel agency that delivers "Travel Personalized." He focuses on using miles and points to provide a premium experience for his wife and daughter. Email: sherpa@thetripsherpa.com

Follow us on FacebookFollow us on Twitter

Related Posts

  • Airline Stocks

    Mixed Financial Results Paint Murky Travel Picture In 2025

    May 4, 2025
  • hyatt hotels slh the plymouth

    Boutique Hotels Are Eating Business Travel’s Lunch

    May 4, 2025
  • the Standard Hotel NYC

    Standard Hotel Sunsets “Secret Agent” – Privé Move Imminent?

    April 20, 2025

33 Comments

  1. PM1 Reply
    April 9, 2023 at 8:29 am

    Agree with you 100% Kyle. I was 1K with United for years and have had status on several other airlines and hotels going back 2 decades. Every year, I add personal travel/spend to business travel to reach status. The proportion of personal travel/spend has increased in the past few years as business travel falls.

    Also, I was not amazed by the recognition or benefits. Too many interactions with rude FAs, gate agents etc. Further, I have a young family that needs my time. So it’s quite difficult to jet around the world alone anymore.

    I fell to Gold with United last year. And this year, I’m not even sure I’m going to try for any status. Instead, I will pay or use miles for business class travel. According to my calculations, that will be cheaper and more convenient since I can choose any airline or hotel.

  2. Carl Reply
    April 9, 2023 at 9:06 am

    It’s not just business travel not returning. It’s also that Marriott elite status isn’t worth very much. There is no enforcement of Marriott standards. The confusing and inconsistent breakfast benefit, which some properties water down to be worthless. Lack of upgrades and lack of transparency about it. Resort fees charged to elites with no meaningful benefit provided.

    Compared to how Starwood treated elites, elite with Marriott is worth far less, so why go out of your way?

    • david Reply
      April 9, 2023 at 12:59 pm

      He nails it. Marriott is no longer my first choice. I have status with another brand who provides better perks and doesn’t try to screw me every step of the way.

    • Steve Reply
      April 9, 2023 at 6:00 pm

      Well said. While I’ve been treated well internationally, not so much in the US, as a Marriott elite. A couple of months ago – my $10 CY F&B credit bought two bags of snack size potato chips and that was the best use of the $10 as the property did not have its bistro and had no plans to reopen its bistro. Last month, I got upgraded to a suite as a lowly IHG Platinum, on FNCs to boot, at a big city Indigo, without asking!

  3. Willem Reply
    April 9, 2023 at 9:12 am

    I’d argue that I’ve found Marriott Platinum to be significantly more worthwhile than Gold, while Titanium over Platinum is more lackluster. 4 pm checkout is supremely useful ~10 times a year, breakfast is helpful when provided, and I could care less about room upgrades unless they move the capacity of the room from 2 to 3 for family trips with 3 members.

    Extremely glad everyone with 2019-era status was finally retired so these businesses can focus on the future or hotel & airline loyalty!

  4. ATXFF1972 Reply
    April 9, 2023 at 9:44 am

    Free agency has been a glorious option for this Austin-based traveler. Covid aside, I’ve found that the devaluations across the frequent travel programs in the last 10 years have made status chasing an unnecessary distraction. Despite having lifetime platinum on AA and lifetime titanium at Marriott, the benefits / hassle trade-off hasn’t been worthwhile for some time. I’ve cleared my balances, and what little I earn, I burn quickly.
    Hundreds of thousands of points for a RT Biz ticket to Europe … no thanks. 30K/night for a Courtyard … not worth the hassle.

    For nonstop travel, I’ve found myself on alot of other carriers. For hotels, I’ve done pretty well with Hyatt and independent properties. I book on simplicity and convenience and don’t miss the status hamster wheel. Most of my travel is business and I don’t need the free stuff when I can just charge breakfast or extra legroom seats. (For the full service Marriotts where I have stayed in the last 12 months….NONE of the exec lounges were operating.)
    Done and done.

    What will be interesting to see is how the hotels re-align their marketing, given the drop in business travel. With less status loyalists, I see the marketing costs going higher. Hotels and airlines will need to work harder for price premiums, and that will cost more. Where’s the popcorn.

    • NB Reply
      April 10, 2023 at 12:54 pm

      COULD NOT AGREE MORE!!!

      I am in the exact same situation — down to the programs and levels — and have come to the exact same conclusion over the last 6-12 months.

  5. Another Steve Reply
    April 9, 2023 at 10:00 am

    I agree that all of the causes Kyle suggests are factors, but I think that in Marriotts case the lack of benefit is a more significant factor than others. I’ve stopped trying to get missing stays credited with them, it’s not worth it.

    Flying BA two weeks ago, I heard the same from the FA serving me – thanks for reaching Gold again because a lot of people did not.

  6. Nun Reply
    April 9, 2023 at 10:15 am

    Is another factor consolidation? With fewer places to turn now, it’s easy for Marriott and airlines to think they can devalue points and offer less in consistent benefits to elites. People used to love Starwood. Were they unprofitable?

  7. Anthony Reply
    April 9, 2023 at 10:37 am

    1) All the time, people complain that there are too many elites. Now that we actually are seeing fewer elites (and there is just anecdotal evidence – we are not actually sure if it is true), people now expect airlines and hotels to lower requirements? Why not just see how fewer elites actually impact the customer experience?’

    2) Instead of lowering absolute requirements, what brands can do is add more tiers at the lower levels. Clearly some people are still reaching top status through organic travel. Keep rewarding them at higher k levels. Those who aren’t traveling as much due to changes in business travel probably don’t merit top level status anymore.

    3) Starwood provided fewer customers to hotels at a higher cost, and therefore were not growing as fast as Marriott, which is why it ultimately had to sell. Elite benefits have a cost; if you are forcing hotel owners to provide them, and not generating a higher room rate or revenue, then the elite benefits serve no purpose.

  8. Roberto Reply
    April 9, 2023 at 11:36 am

    @kyle : i do appreciate your posts and insights and such

    But have a look at Loyaltylobby:

    Whom actually experienced/observed the following :
    https://loyaltylobby.com/2023/01/22/marriott-hotels-now-sharing-elite-check-in-numbers-at-front-desk/
    And
    https://loyaltylobby.com/2023/02/21/marriott-bonvoy-program-platinum-titanium-ambassador-member-glut/

  9. Interested Traveler Reply
    April 9, 2023 at 1:07 pm

    @Kyle

    I have absolutely no clue one way or the other, but a client of my wife is a large Bonvoy franchisee.

    Her contact at the company said that it does seem on average that there are less Elites, but at the same time they have also said that bookings are still strong.

    In fact, he said that since much of the bookings are not corporate rates, each booking is more profitable than corporate negotiated rate.

    Also he said that while minor, as there are more non-Bonvoy elites than elites and as such the hotel doesn’t have to spend money on elite benefits.

    He did not mention any sort of email from Marriott corporate, but her conversation happened a few weeks ago and I have no idea when your client heard this info from the hotel directly.

  10. Ken Reply
    April 9, 2023 at 1:35 pm

    One factor that was not included is that I realized the ease and pleasure of being a free agent. Once you realize that the status doesn’t mean much and you can do everything without status but paying more, it changed the game. Before, I was worried about losing status like a plague but now I know I can just survive fine, I don’t really feel the urge of retaining it anymore. If it works out, I will get it, if not, there is always a way to do better by choosing what is the best for me and paying extra, which costs less than retaining the status.

  11. Anthony Reply
    April 9, 2023 at 2:07 pm

    Interested Traveler brings up a key point. The most profitable customer is not a Marriott Ambassador, Hyatt Globalisr, Hilton Diamond. It is not a business traveler. It is a member of the loyalty program that books directly with the hotel program, doesn’t hold elite status, and pays the market rate during a time of high demand. High room rate, low acquisition cost (no corporate negotiated rate, no commission to a corporate or online travel agent), low operating costs (no free breakfast, etc).

    • UA-NYC Reply
      April 9, 2023 at 4:55 pm

      I would posit this customer doesn’t actually exist – they are booking via Expedia or the like, not direct

      • Loretta Jackson Reply
        April 9, 2023 at 5:27 pm

        Tons of them exist. I understand your assumption, but those of us with travel needs and insight know your comment to be ridiculous.

        • UA-NYC Reply
          April 9, 2023 at 7:02 pm

          If you are booking directly with a hotel program and bypassing Expedia or the like, and doing it with any regularity, you likely have a hotel credit card and ergo, you have at least some minimal status with them.

          • Loretta Jackson
            April 10, 2023 at 4:19 am

            You’re joking, right? Nobody can be this bad at making assumptions.

      • Anthony Reply
        April 10, 2023 at 1:15 am

        I find this comment to be pretty out of touch… There are 160 million Marriott Bonvoy members. These are people that cared enough to sign up for a loyalty program. What percentage of them do you think have status of any kind? What percentage of them do you think hold a Marriott Bonvoy card? I would guess both percentages are in the teens at most.

        • UA-NYC Reply
          April 10, 2023 at 6:08 am

          You DO realize that the percentage of people enrolled in any loyalty program who actually engage with a program in a given year is quite low, right?

          • Loretta Jackson
            April 10, 2023 at 6:24 am

            Oh, you’re trolling. Sorry I took you seriously.

          • Anthony
            April 10, 2023 at 2:04 pm

            Yes I do… which means the number that engage enough to be elites is much lower!

            All of us have aunts, parents, cousins, friends, that are members of loyalty programs that stay in hotels a few times a year. They are far from elites, but they are booking on the hotel apps, redeeming points, etc.

  12. viapanam Reply
    April 9, 2023 at 2:13 pm

    “they don’t need to concern themselves with room upgrades” … one of the obsessions of your fellow blogger Matthew. He could do to follow your advice.

  13. Jake Reply
    April 9, 2023 at 2:29 pm

    I’m middle age now with grandfathered Lifetime Titanium with Marriott. Yet when I travel now Marriott is typically my last choice. The lifetime status literally never got me upgraded. There was zero value to it. Now I book the nicest hotel that is located conveniently near my work or pleasure when in any given city. This approach had allowed me to discover the Kimpton brand which is great and boutique hotels as well. I do the same thing with air travel now as well and seek out foreign flag carriers when going international. The customer service of US carriers are so bad as if they aren’t even trying.

  14. Epoch Reply
    April 9, 2023 at 2:49 pm

    I’m a business traveler who works for a small company with price limits. Since the COVID “recovery” I have not been able to afford Marriott properties and have been having to jump around to competitors to find places to stay. I honestly do not really care much about the perks themselves, I just want to consolidate all my points in one place. But this year my Platinum dropped back to Gold because I have spent half my hotel time spread amongst competitors.

  15. UA-NYC Reply
    April 9, 2023 at 3:24 pm

    The fact that Marriott is offering a DEQN promo right now (during ongoing high travel demand) suggests the Bonvoy elite rolls have dropped.

    Not surprising given the anti-consumer attitude coming from the rotted CEO fish at the top

  16. AM Reply
    April 9, 2023 at 4:19 pm

    On top of business travel being down, colleagues I’ve talked to (consultant road warriors) are just sick of Marriott. I am Titanium elite with Marriott and have been for about 5 years. I’m a relatively new Globalist with Hyatt and once I re-quality for Titanium again this year (need 5 more years of 50 nights to hit LT Platinum), I’m switching to Hyatt for the rest of the year.

    Who knows what 5 years from now will hold, but from where I sit now, once I get LT Plat with Marriott, I’ll switch all of my spend to Hyatt. I get treated better, the properties are better, the redemptions are better, and the customer service is better. Marriott knows they’re the biggest game in town, so they don’t value their elites very highly. That’s fine, but it’s just not worth the chase anymore. If I were starting from scratch, I’d go Hyatt all the way.

    Also, there are just too many junk Marriott properties with crappy beds, worn out carpet, and front desk agents who just don’t care about customer service. Save for Sheraton, I’ll take a legacy SPG property over a legacy Marriott 8 days a week.

  17. Maryland Reply
    April 9, 2023 at 6:12 pm

    Brand loyalty is a two way street. Gaslighting customers by giving an elite status name and not delivering anything of useful value has been noticed. And delivery of a substandard product is an insult from both airlines and hotels. Previously folks have given the benefit of doubt their loyalty would be returned, but no, now we see only pathetic excuses to enhance corporate profit. The travel industry has been changed by these turbulent times and we need to move with it.

  18. Bryan Cruz Reply
    April 9, 2023 at 10:41 pm

    Comments

  19. Larry Chaffin Reply
    April 11, 2023 at 5:54 am

    Since Starwoods went away everything sucks, Marriott does not care about anything, good luck with them. I was platinum elite with Starwood for years. But Marriott is not customer, traveler focused.

  20. Endlos Reply
    April 11, 2023 at 12:15 pm

    I’m lifetime Platinum with Marriott and hardly stay at Marriott here anymore. These are my reasons:
    1. Massive points devaluations to the point that it requires way too many points to get any meaningful redemptions
    2. Competitors give me a better deal. Generally it takes me 1/3 Hyatt points or even IHG to get a similar room
    3. Inconsistent / non-existant breakfast benefits and the rules are too complicated
    4. Nobody at Marriott cares anymore about enforcing standards or setting standards that make sense to a frequent guest.

    If I stay at a Marriott I’ll collect the points but I think of Marriott points as Skypesos or similar funny money currency. It might come in handy but using it for actual vacations? Those days are long over. It takes way too many Marriott points to redeem for several days at a hotel that interests me. And if that’s not a reason to stay at Marriott then why not book directly with a cool independent hotel or stay at a chain like Hyatt or IHG where I get better benefits?

    It’s pretty obvious that nobody at Marriott cares and the analysts covering Marriott stock aren’t doing their job asking why so many people don’t care about Marriott status anymore. I’m sure Hyatt’s Elite numbers are much better.

  21. Mallthus Reply
    April 15, 2023 at 10:31 pm

    I’m lifetime Gold with both AA and Marriott. I literally NEVER fly AA because they really don’t fly anywhere but their hubs from where I am (DEN), so that’s worthless to me. As for Marriott, I was pretty loyal in the before times, splitting my travel pretty evenly between Marriott and Hilton (where I’m a Platinum, but not lifetime). Since the pandemic, I’ve very much changed to a free agent because prices are absurd and I’m not paying extra on top of already absurd prices to be brand loyal. When I’m alone and in for a quick overnight, a suite has zero appeal. Hell, I’ve actually taken to requesting downgrades at my most frequent property, a Hampton in the middle of nowhere, because the suites are so poorly laid out that they’re inferior to the regular rooms in almost every practical way.

  22. Alfred H Reply
    June 4, 2023 at 9:16 pm

    American may have added bonus levels between tiers but it was to disguise the fact that it requires more miles now to hit the levels that count. For instance, you still make Executive Platinum at 200k miles, but now you have to hit 250k to earn the bonuses that you would have earned the previous year when you hit EP at 200k miles.

Leave a Reply

Cancel reply

Search

Hot Deals for May

Note: Please see my Advertiser Disclosure

Capital One Venture X Business Card
Earn 150,000 Miles Sign Up Bonus
Chase Sapphire Preferred® Card
Earn 100,000 Points
Capital One Venture X Rewards Credit Card
Capital One Venture X Rewards Credit Card
Earn 75,000 Miles!
Capital One Venture Rewards Credit Card
Capital One Venture Rewards Credit Card
Earn 75,000 Miles
Chase Ink Business Unlimited® Credit Card
Earn $750 Cash Back
The Business Platinum Card® from American Express
The Business Platinum Card® from American Express
Earn 120,000 Membership Reward® Points

Recent Posts

  • American Airlines Second Drink Service
    A Sip In The Right Direction: American Airlines Restores Second Drink Service In Economy May 13, 2025
  • Stuck Lavatory
    I Rescued A Lady Stuck In The Lavatory… May 13, 2025
  • United Polaris Studio
    Details: New United “Polaris Studio” Will Offer Champagne, Caviar, More Space May 13, 2025
  • a row of seats in an airplane
    Official: United Airlines Unveils “United Elevated” Cabins On 787-9 May 13, 2025

Categories

Popular Posts

  • a room with a table and benches
    Where To Smoke At Paris Charles De Gaulle Airport (CDG) April 26, 2025
  • United Airlines Polaris Lounge Chicago Review
    Review: United Polaris Lounge Chicago (ORD) May 1, 2025
  • United Airlines Refresh Polaris Lounge Chicago
    First Look: United Airlines Reopens Renovated Polaris Lounge In Chicago (ORD) April 29, 2025
  • a hand holding a blue card
    Chase Sapphire Preferred 100K Bonus Offer Ending Soon May 2, 2025

Archives

May 2025
M T W T F S S
 1234
567891011
12131415161718
19202122232425
262728293031  
« Apr    

As seen on:

facebook twitter instagram rss
Privacy Policy © Live and Let's Fly All Rights Reserved. Unauthorized use and/or duplication of this material without express and written permission from this site’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Live and Let's Fly with appropriate and specific directions to the original content.