Marriott escalates rewards war

Marriott International’s loyalty program, Marriott Rewards, announced on Thursday FlashPerks and LocalPerks, which provide members options for more immediate redemption and deal opportunities.

FlashPerks provides limited-time exclusive weekly deals for points and cash. Beginning July 17, Marriott Rewards members are able to visit the FlashPerks website and gain access to experiences including a pampered stay at the world’s tallest hotel, JW Marriott Marquis Dubai, or a two day test drive of an exotic car, such as an Aston Martin, Lamborghini or Porsche from Hertz Dream Cars. For 12 weeks, Marriott Rewards will add about 10 to 15 flash offers each week, with each offer lasting for a limited time or until it is sold out.

LocalPerks creates location-based mobile offers through beacon technology. Marriott Rewards members who opt-in will receive push notifications from Marriott’s Mobile Guest Services app as they move about the property for food and beverage, spa or golf offers tailored to the property. LocalPerks launches July 24 at the San Diego Marriott Marquis and Marina followed by the Baltimore Marriott Waterfront and Marco Island Marriott Beach Resort, Golf Club & Spa. Future plans for LocalPerks include Marriott Rewards offers available locally in the neighborhoods surrounding participating hotels.

To celebrate the launch of LocalPerks, guests at the San Diego Marriott Marquis and Marina will receive an invitation to a LocalPerks Lounge, open from 2 p.m. to 6 p.m., July 24-27, hosted by Marriott Rewards. The lounge will provide charging stations, complimentary snacks, access to iPads, a “gif” photo booth and amenities.

To support the programs, a targeted marketing campaign will use digital and social media, member communication and event marketing with visual cues of quotation marks to signal an offer that a member can jump on. The campaign also encourages members to share their travel experiences using #LoveMarriottRewards and #MRPoints.

FlashPerks and LocalPerks follow the launch of PlusPoints in May 2014 that enables members to earn Rewards points through everyday social behaviors, such as tweets, retweets, check in on Facebook and Instagram posts.