Marriott bets on outbound Indian travel surge, rewires loyalty into experiences

Subscribe to enjoy similar stories.American hospitality chain Marriott International is betting on a surge in outbound Indian travellers despite temporary disruptions from the West Asia war and Prime Minister Narendra Modi’s call for austerity, with this growth likely to reshape customer loyalty programmes that reward customers with points and perks for repeat stays.The company said loyalty-conscious Indian travellers are increasingly driving demand across Southeast and East Asia, and now expect far more from hotel loyalty programmes than simple earn-and-burn on room nights, including upgrades and experiences beyond stays.“We’re seeing Indian travellers explode into Southeast Asia -- not just Thailand -- but in every destination, from Bali to Japan to South Korea, this summer,” said John Toomey, chief commercial officer for Asia Pacific (excluding Greater China) for Marriott International. He attributed part of the growth to rising air connectivity, led by IndiGo and Air India.The hospitality chain expects travel demand to remain strong through the summer months, with a significant jump in June and July compared to the same time last year.

“Even if some travellers (from India) cut back on overseas trips, we would still benefit from domestic travel demand through our India hotel network,” he said, referring to Modi’s appeal last week to defer foreign travel and avoid gold purchases, among other measures, to conserve foreign exchange amid the Gulf crisis.India's travel boom is also reshaping how global hotel chains approach customer loyalty and engagement. Toomey said there is now a structural shift from “travel loyalty” to “everyday commerce loyalty” among hotel brands.