Marriott Bonvoy, the largest hotel loyalty program in the world, counts nearly 283 million members and filled 75% of US & Canada room nights in 2025. Marriott owns almost none of its 9,900 hotels: its business is fees, and Bonvoy is the demand engine that convinces owners to pay them, while card royalties add a second income guided toward 16% of gross fees this year. Everyone pays for Bonvoy except the member, whose currency is the one variable the marketplace adjusts.
Loyalty Unpacked™️ is NALA’s independent content series exploring some of North America’s most recognised loyalty programs. Rather than reviewing features or scoring, we examine the commercial thinking behind programs, the problems they’re trying to solve and the questions they raise. Each edition offers practical observations, honest challenges and a NALA Insight™️ designed to help loyalty, CRM and customer engagement teams think differently about the decisions shaping modern loyalty.
