Marriott, Flipkart tie up for loyalty programmes; 2:1 conversion may raise value concerns
Mumbai: Marriott International and Flipkart announced a loyalty partnership that brought together Marriott Bonvoy scores and Flipkart’s Supercoins under a single change. The alliance enables the members of the two programs to win and use among the platforms and convert their shopping expenses to hotel accommodation and online purchases to hotel points.
The partnership connects 159 hotels in India and a global portfolio of 30 brands and Flipkart, which reaches more than 500 million users throughout the country, Marriott Bonvoy, the two largest ecosystems. Together, loyalty bases add about 700 million members.
“This is not a campaign or program. Globally, a similar loyalty integration is a similar loyalty integration, John, Marriott International. “By connecting the accounts, members can reach the advantages of both platforms of both platforms. Flipkart users can earn bonvoy points while shopping and Marriott customers can use their points for purchasing in Flipkart.”
Transformation puzzle
There is a two -way change at the center of the integration: the two bonvoy points turn into a super formation and vice versa. This effectively reduces the value in round-trip transformations. For example, 100 Supercoin becomes 50 bonvoy points, but recycling only gives 25 superoves.
Managers from both companies accepted the concern, but stressed that most users would turn into a direction according to their goals.
“Consumers are accustomed to variables between loyalty programs, provided that the ratio is fair, and we believe it is fair,” he said.
Manjari Singhal, Flipkart’s travel president, said, “When a currency reaches beyond a platform, it becomes more valuable.
Expanding access
For Marriott, the connection is also a way to go beyond frequent travelers and deepen their presence in smaller towns. The penetration of Flipkart’s Tier 2 and Tier 3 cities provides access to customers who cannot travel frequently enough to accumulate Marriott free night, but now connect daily shopping with hotel accommodation.
“Sparse travelers who make reservations once or twice a year can use their scores more meaningful even for smaller purchases,” TOOMEY said.
The partnership immediately extends to live and Flipkart Travel and Cleartrip. In the coming months, international recovery will be activated.
Follow -up
Both companies refused to perform income or inter -platform fire shows in the first year and named the model experimentally. Metriks will include the frequency of transfer between new records, connected accounts and platforms.
Marriott said India’s globally fourth largest market and a “safe bet for future growth and that domestic and outgoing tourism is expected to increase demand. Meanwhile, Flipkart presents integration as part of the vision of creating an inter -category reward ecosystem.
Taj’s innercircle and ITC club ITC have strong domestic programs, but Marriott executives claim that the edges of the edges of Flipkart cannot reach. “There is no Flipkart.
