Northstar

FEATURE | HOSPITALITY Jul-Aug 2017 47 MEETINGS & CONVENTIONS • MCMAG-ASIA.COM The merger of Marriott International and Starwood Hotels & Resorts has created a formidable leverage in scale and strength that drives the record growth of its loyalty members. Rajeev Menon, COO, Asia Pacific (excluding Greater China) talks about the group's market leadership in the region. Words Esther Faith Lew It was a marriage of mammoth proportions, and it had the industry buzzing with anticipation. Marriot International's US$13 billion proposal to Starwood Hotels & Resorts staved o the strong overtures of China's insurance giant Anbang. Just over a year since the merger, the group is focusing on harnessing the chemistry and synergy among its brands. Scale and leverage will strengthen the groundwork for the group as they rejuvenate their relationships with partners. Marriott International now has 30 dierent brands, over 6,100 properties and 1.2 million rooms in more than 124 countries worldwide. Yes, it's all about the size; but more importantly, it's about market penetration rather than about the number of brands, properties or rooms. Since the merger, Marriott International CEO Arne Sorensen and other top executives have referenced the power of the hospitality industry's two leading loyalty programmes – Marriott Rewards programme, including The Ritz-Carlton Rewards; and Starwood Preferred Guest (SPG) programme. Menon shared that Marriott International is working on a new loyalty programme that brings Loyalty like no other A Multifunctional Lobby with a view at Element Kuala Lumpur together the best of Marriott Rewards and SPG programmes. Members are able to link their accounts to have their status matched and to transfer points between the programmes. They can redeem points to explore the global portfolio, including the largest collection of luxury properties, and for experiences on Marriott Rewards Experiences Marketplace and SPG Moments. Loyalty is a key force driving Marriott International's presence in the market. "Today, our loyalty members are growing at a record pace of roughly one million net new members per month, and it already exceeds 100 million members. Through our loyalty programmes, we are focused on creating a strong emotional connection

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