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Marriott sets sights on Airbnb – should you bother?



Marriott has announced that it will soon offer 2,000 premium home rentals in over 100 destinations, giving Marriott Bonvoy members access to multiple lodging options.

The biggest threat to the hotel industry is facing

Much as the taxi industry has faced a lot of competition from equestrian services such as Uber, the housing industry faces a lot of competition from home distribution services such as Airbnb.

It is interesting to see how the hotel industry interacts with this trend. Many hotel groups have stayed quiet when it comes to home-sharing, while others have actually invested in home-based businesses.

Homes & Villas by Marriott

Next week Homes & Villas by Marriott will launch, which will be a home rental initiative offering 2000 premium and luxurious homes located in over 1

00 destinations across throughout the United States, Europe, the Caribbean and Latin America .

This will allow Marriott Bonvoy members to earn and redeem points for a wider range of lodging.

This new program is an extension of a trial version launched by Marriott in 2018, when Marriott introduced Tribute Portfolio Homes. They found some interesting trends based on that:

  • Almost 90% of those booked were Marriott Bonvoy members
  • Over 75% of those who booked were on vacation, or with friends and family
  • The average guest spent more than triple as much as they would for a regular hotel race

What home division does Marriott

Homes & Villas by Marriott will add nearly 40 additional leisure destinations for Marriott Bonvoy members to earn and redeem points on. Marriott provides the following examples:

  • A four bedroom cottage on six private acres of California wine country
  • A six bedroom villa in Sorrento, Italy with an infinity pool overlooking the Mediterranean and a wood burning stove with fireplace [19659010] An oceanfront villa in Anguilla with private beach and a personal butler and house staff
  • An 17th-century Irish castle that sleeps 17 and has a private lake for boat and fishing
  • A six-bedroom townhouse in London with a children's playground and climbing wall [19659018] Marriott launches Homes & Villas by Marriott International with selected property management companies that already manage these homes, including TurnKey Vacation Rentals, LaCure, Loyd & Townsend Rose, Veeve, London Residents Club, Sailboat and Reserva Conchal.

    How to book Homes & Villas by Marriott

    From next week you will be able to book Homes & Villas by Marriott properties directly through their website, which are homesandvillasbymarriott.com.

    Furthermore, when you search for accommodation at marriott.com for three or more nights at home furnishings, Marriott's website will also provide a link to this option. [19659004] Marriott still decides how to sell Homes & Villas by Marriott through other channels, including Marriott Bonvoy app and travel advisors.

    Earn and redeem Marriott Bonvoy points for housing

    Marriott Bonvoy members will be able to earn and redeem stays for residence . While the redemption rates are not yet shared, I suspect they will use an income-based system, and I doubt it will represent a very good deal.

    Rather, the value here comes with being able to earn points for stay, in my opinion. Marriott Bonvoy members will earn five points per dollar on these properties which is the same as the point members earn for other extended resident properties, even though it is half the points earned on most Marriott properties.

    Members will also receive bonus points based on elite status, and elite members will also receive an elite welcome gift of a special recreation or point.

    Is this actually a big deal?

    In general, I think it is smart for the large hotel groups to recognize home mediation as a concept, since there is something here to stay. So I think this Marriott initiative is smart, as members will earn and redeem points for more adventures.

    Having said that, I am not sure that these partnerships will be the game changer that some people suggest they are important It is important to remember:

    • Marriott does not invest in any existing home-sharing business
    • Marriott has no home-sharing expertise [19659010] Marriott Does Not Launch Its Own Home Sharing Business

    Instead, this is essentially a marketing partnership where Marriott is white labeling what other companies do.

    I guess everything they really do here takes a commission on what you order through them and they give you some rewards in return. It's a win-win win, because the home companies get more business, Marriott seems to be in the trend, and Marriott Bonvoy members can earn points.

    But it's not that this actually changes something with home sharing, other than opening up for more eyes that would otherwise only consider hotels.

    On the loyalty front, it is possible to earn extra five points per dollar spent, for an incremental return that can make this worthwhile for some. [19659004] At the same time, at a certain level, I have to imagine that the cost of all this is passed on to the consumers rather directly – the home management company takes a cut and presumably Marriott takes a cut so that the money must come from somewhere.

    What do you think about – is Marriott with a home-based company a game exchange, or is this just a mildly positive but most insignificant development?


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