Marriott Rewards Adopts Geo-Tracking Technology

BETHESDA, Md.—Marriott Rewards today announced FlashPerks and LocalPerks, two new ways for next generation travelers to enjoy instant gratification. Marriott Rewards members can take advantage of time sensitive offers from Marriott’s global portfolio of brands and its partners. Members will be able to choose from a variety of experiences during stays, or between stays via “push” messaging to their mobile devices for Local Perks, or through the FlashPerks website.

“With the best loyalty program in the business, we are constantly innovating to provide our members new and compelling ways to engage with Marriott Rewards,” said Karin Timpone, global marketing officer. “With our global portfolio of brands and our ability to scale our mobile activations quickly, we are excited by these and other opportunities that marry new technologies and consumer benefits.”

Perks in the CityFlashPerks gives members the option to redeem points or use cash for limited-time, exclusive deals and experiences by visiting Upcoming FlashPerks, which launches July 17, include member-only special offers for a pampered stay at the world’s tallest hotel, JW Marriott Marquis Dubai, or the chance for a two-day test drive of an exotic car, such as an Aston Martin, Lamborghini, or Porsche from Hertz Dream Cars.


With LocalPerks, Marriott Rewards becomes the first major hotel loyalty program to offer geo-targeted, mobile offers during a member’s stay. Using Beacon technology, participating hotels will send guests push notifications on their mobile devices as they move about the property. Offers will be tailored to the property, ranging from food and beverage to spa to golf. Future plans for LocalPerks include Marriott Rewards offers available locally in the neighborhoods surrounding participating hotels.

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. Marriott Rewards members enrolled in PlusPoints receive 25 points each time they share content about Marriott Rewards or participating hotels using the hashtag #MRPoints. Members can earn points daily and see them accumulate in real time.

To support the introduction of FlashPerks and LocalPerks, Marriott Rewards will communicate with members that they can “Make It Happen.” In a targeted marketing campaign using digital and social media, member communication and event marketing, the creative will use the 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.