Marriott Bonvoy surges past 271M members after adding 43M in 2025 

GLOBAL – Marriott International has closed 2025 on a high note for customer loyalty, adding 43 million new members to its Marriott Bonvoy program; executives revealed during the company’s fourth-quarter earnings call on February 10. 

The milestone marks one of the strongest annual gains for the hospitality giant’s loyalty ecosystem, underscoring the growing importance of rewards-driven travel in a competitive global market. 

According to CFO and EVP of Development Leeny Oberg, loyalty penetration has climbed from 58% at launch to 68% in 2025, a 10% increase that reflects how central the program has become to Marriott’s booking engine. 

Strategic partnerships that extend Bonvoy’s reach beyond hotel stays has played a huge role in this growth as President and CEO Anthony Capuano pointed out.  

Collaborations with brands such as Uber and Starbucks, which allow members to earn, and redeem points have kept Marriott in the mindss of customers even when they are not travelling.  

With loyalty now driving a larger share of bookings and customer engagement, Marriott’s expanding Bonvoy is striving to deepen relationships with travelers who are increasingly looking for flexibility, rewards and experiences tied to their journeys. 

Marriott is also betting on AI to redefine travel booking experience and elevate its customer experience.  

In a statement, President and CEO Anthony Capuano said, “We see AI as an opportunity to potentially redefine the customer acquisition paradigm that has governed our industry for the past several decades.” 

Marriott.com and the loyalty app will be launched in the first half of 2026.  

The company is also partnering with third-party platforms, including Google’s AI-powered travel planning feature and OpenAI’s Ad Pilot program, which tests ads within lower-tier ChatGPT subscriptions. 

“Philosophically, we are working very closely and very collaboratively with the subject matter experts, the biggest, most innovative and creative companies in the space, both to learn from them but also to shape… this evolving distribution landscape,” Capuano said. 

Marriott Bonvoy was launched in February 2019 as a rebrand of the former Marriott Rewards program. The company has since steadily deepened engagement among guests with this momentum reflected in its fourth-quarter results. Also, its revenue per available room rose 1.9% year-on-year in Q4 2025. 

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