Marriott International’s loyalty program, Marriott Bonvoy, has secured a major partnership with the International Cricket Council (ICC) to become the official accommodation provider for all major men’s ICC tournaments through 2029. This deal consolidates Marriott’s position in the sports hospitality sector and aligns the brand with one of the world’s most popular sports, especially in key growth markets like Asia, Africa, and Oceania.
Strategic Expansion of Loyalty Program
The partnership is significant because it demonstrates a broader trend in hospitality: loyalty programs are evolving beyond simple room-night rewards. Marriott is actively positioning Bonvoy as an experiential loyalty program, integrating travel with major global events. According to Rajeev Menon, Marriott’s president for Asia Pacific excluding China, the strategy is to tie the loyalty program into everyday life rather than just hotel transactions.
What the Partnership Entails
The deal encompasses all major ICC men’s tournaments over the next four years. This includes prominent events across multiple continents, ensuring global visibility for Marriott Bonvoy. For the ICC, the partnership streamlines travel logistics for fans attending these events. It also establishes Marriott as the exclusive hotel partner, creating a unified travel experience for cricket enthusiasts.
Why This Matters
The rise of experiential loyalty programs reflects a changing consumer landscape. Modern travelers prioritize experiences alongside cost savings. By associating with high-profile events like ICC tournaments, Marriott taps into this demand, attracting new members and boosting engagement among existing ones. This deal also indicates a broader trend in sports sponsorship, where brands seek more integrated partnerships rather than simple logo placements.
The partnership between Marriott and the ICC is more than just a sponsorship; it’s a strategic alignment of brands aiming to capture a growing segment of experience-driven travelers. By weaving its loyalty program into the fabric of global cricket, Marriott has secured a key foothold in a massive and passionate fan base.
