Have you lost your Bonvoy status? Marriott activates soft landing for elite users

We had written about it in recent weeks: 2023 is the annus horribilis of elite level holders in the various loyalty programs. The reason is that all the actions that enabled millions of users to obtain "ex officio" status due to covid have ended. Now that instead things went back to normal, statuses must be obtained and renewed in the field, unless you possess, for example, A credit card that gives away the level included in the fee.

The soft landing in Marriott

Americans call it "soft landing" and it indicates a level decrease that is not drastic, but controlled. What is new is that the Marriott Bonvoy loyalty program has provided for bonvoy users a controlled status descent for all members who failed to renew their owned card as of 12/31.

A "soft landing" is when a loyalty program demotes the user by one level only if he or she fails to maintain status.

"Members who have not reached existing Elite status again in 2022 will be offered a level below their existing status until February 2024. These members will see their new status starting in March 2023 and will be able to enjoy their existing status until February 2023."

This benefit had been given to Ambassador members last year, from this year this parachute has been extended to all levels. Basically what will happen is that:

• If you were Titanium and failed to renew status you will be downgraded to Platinum, regardless of the number of stays made in 2022
• If you were Platinum you will climb to Gold
• If you were Gold you will drop to Silver, unless you are a holder of a American Express Platinum that grants everyone gold status

Is everyone happy? Maybe not

This parachute will surely make happy users who for whatever reason had failed to renew status. Marriott, too, will be happy to be able to continue pampering a former loyal customer without running the risk that--lost benefits--this one will point to try the competition.

Those users who have somehow tried to renew the level will be angry. at all costs: having known about the parachute earlier, in fact, could have led to different plans and reservations. To be so sorry, however, will be the users who had instead managed to renew (or obtain) the status and who hoped to find themselves more in a less crowded ranking and thus a higher likelihood of getting room upgrades when traveling to Marriott facilities.

In conclusion

There are airline loyalty programs that have controlled degrowth, such as British Airways' Executive Club or Air France and KLM's Flying Club, but Marriott is the first hotel chain to implement this practice of supporting elite users. Now all that remains to be done is to wait and see if this will be a one-time operation for 2023 only or if it will become a benefit, and if so, see how other programs, such as Hilton Honors or IHG Rewards, will react.

• Bonvoy