Evaluation of Marriott Bonvoy Bold Credit Card Marketing Strategies

This report provides an evaluation of the Marriott Bonvoy Bold credit card's marketing strategy. It analyzes the card's features, such as the signup bonus, points earning structure, and elite night credits, as well as the benefits like travel protections and lack of foreign transaction fees. The report also discusses potential drawbacks, including the possibility of future annual fees, security vulnerabilities, and the requirement of meeting spending thresholds to avail benefits. The analysis includes references to relevant literature and evaluates the card's overall appeal to potential customers, highlighting both its advantages and disadvantages within the competitive credit card market. The report considers the impact of these factors on the success of the card's marketing campaign and its ability to attract and retain customers.

Marketing

Evaluation of success 1
Marriott has launched the first co-branded credit card with no annual fee known as new
Marriott Bonvoy Bold. This card has numerous exciting features for the customers who like
to jumpstart their travel strategy without paying for the credit card with a high annual fee.
The signup bonus for the Bonvoy Bold is 50,000 bonus Bonvoy points after spending $2000
in the purchases in the first 3 months after opening the account. These points offer a free
night at of the hotels of the Marriott such as Renaissance Paris Republic hotel or New York
Marriott Marquis (De Mooij, 2018). The credit card is capable of earning 3 points on per
dollar spent over the 7,000 sharing Marriott Bonvoy hotels like Westin, Ritz Carlton, St.
Regis, Sheraton, Renaissance, JW Marriott. The card gets 2 points for per dollar spent on the
travel procurements comprising train tickets, airfare, taxis, rideshares and more. The card
receives one point per dollar on all other procurements (Sun, et al. 2017).
Like other credit cards of the Marriott, Bonvoy bold rewards holders with fifteen elite night
credits which are sufficient for succeeding silver elite status and perquisites such as probable
late checkout and earning bonus points on the stays. The Bonvoy card also offers other
benefits like it does not implement charges on the foreign transaction fees. The card also
offers various travel protections like baggage delay insurance (Hirschman, 2016). The
cardholders can claim up to $100 per day for the 5 days if the baggage is delayed more than 6
hours. The lost baggage reimbursement can also be attained up to $3000. The individuals can
avail two types of Bonvoy credit cards. Most premium person credit card of Marriott Bonvoy
is Marriott Bonvoy Brilliant American express card. It offers a signup bonus of 75,000
points. A person needs to spend $3,000 on the acquisitions within the first 3 months. The
annual fee charged is $450 and customers are offered with several benefits.
There are some people who cannot be benefitted from the credit cards. The hotel can change
the terms of the programs at any time. The hotel will be offering cards with no annual fee but
later can later there is a possibility of charging an annual fee after the first year. The credit
cards can also be attracted to the malware attacks due to less proper security for preventing
malware attacks (Srivastava, 2019).
If a member is not able to spend the required amount then he will not be able to avail the
benefits. For instance, the customer will not able to attain free night if $2000 is not spending
on the purchases. A person does not need to pay for the payment made by the credit card on
an immediate basis but later it can put an unnecessary burden on the customers. Sometimes
customers are even not able to pay back the amount taken on credit. It puts a bad impact on

Evaluation of success 2
the credibility of the bank. The silver elite status is just a dream for the customers if they are
not able to spend 15 elite nights.

Evaluation of success 3
References
De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Hirschman, E. C. (2016). An Empirical Examination of Credit Card System Attributes and
Evaluations. In Proceedings of the 1979 Academy of Marketing Science (AMS)
Annual Conference (pp. 188-193). Springer, Cham.
Srivastava, D. K. (2019). Credit Cards. Journal of Malaysian and Comparative Law, 24, 143-
166.
Sun, S., Fong, D. K. C., Law, R., & He, S. (2017). An updated comprehensive review of
website evaluation studies in hospitality and tourism. International Journal of
Contemporary Hospitality Management, 29(1), 355-373.