One of the big perks of Marriott Bonvoy elite status (particularly Platinum status and above) is complimentary upgrades subject to availability. The issue is, elite ranks have really been swelled over the years, and it sure feels like there’s not much transparency to the whole process.
So Marriott is trialing a new concept, whereby the hotel group shows an upgrade list, similar to what you’ll find at airlines. Is this a step in the right direction when it comes to transparency, or a new way for Marriott to monetize and deny upgrades?
Marriott app shows “Your Complimentary Upgrade Status”
A member of the Marriott Bonvoy Insiders group on Facebook shares a screenshot of a new feature in the Marriott app, which currently seems to be in “beta” mode (so most of us aren’t yet seeing it).
The idea is that close to the date of arrival, this page of the app shows “Your Complimentary Upgrade Status,” and it displays both the estimated number of upgrades available, as well as your current position in line for an upgrade. In the case of this screenshot, it shows zero upgrades available, and the member being number two for an upgrade.
The app then indicates that they’ll let the member know one day in advance if their complimentary upgrade is confirmed. Then the small print notes that the estimated upgrades available reflect rooms matching booked stay dates and bed types, and that Nightly Upgrade Awards are prioritized before complimentary upgrades, and are not reflected in the numbers.
It goes without saying that there are still a lot more questions than answers here. For example, some upgrades are only processed overnight the day before arrival, or early on the day of arrival, so how does that fit into the concept of these upgrades confirming one day in advance? Also, exactly which rooms are hotels including in this alleged upgrade pool?
Is this about transparency, or is there an ulterior motive?
There’s no denying that the major hotel groups have seen their pool of elite members inflated massively over the years, especially as the hotels centrally “mint” more elite members with credit card deals.
Understandably, this can make it hard for hotels to manage expectations — elite members think they’re special, but when everyone is special, no one is special. So we’ve seen some hotels start to post signs listing the number of elite members on property, presumably with the intent of helping people manage expectations.
If you’re a Platinum member but you know that over 100 people either have the same status as you, or maybe higher status, then maybe you won’t be as upset if you don’t get a great upgrade.
We also know that Marriott already has a secret way it prioritizes room upgrades, and even has an AI tool that it now uses to prioritize upgrades.
So that brings us to this latest change. On the one hand, I do think the upgrade waitlist concept adds some transparency, and I appreciate that. However, the current amount of information shared through the list is so limited that I think it almost borders on useless. What rooms are actually being considered for this? And also, there’s a difference between an upgrade to a high floor and a suite upgrade, yet the list has no nuance for that.
All that being said, we’re talking about Marriott here, and I can’t help but think that there’s another play to all of this, and that Marriott might be trying to take a page out of the airline playbook in another way. Remember how first class upgrades used to be really common, and aren’t anymore?
Over the years, airlines have gotten much better at monetizing their first class cabins. Part of that includes getting more aggressive about selling upgrades, including at big discounts as the travel day approaches. Hotels are also leaning more into selling upgrades in advance to elite members, and one certainly has to wonder about the next evolution to this concept.
“You’re number two on the upgrade list, and there’s only one upgrade available… but for just $X, you can confirm that room and skip the upgrade list!” Anyway, we’ll mark this as “developing” for now, especially since it’s still just in beta mode.
Bottom line
Marriott is trialing a new upgrade list concept, whereby elite members are being told how many rooms are available for upgrades, and where they rank, with the idea being that upgrades will confirm one day before arrival.
Transparency with hotel upgrades has always been a challenge, especially given the number of people theoretically eligible for upgrades. So on the one hand, this is a step in the right direction when it comes to transparency. On the other hand, I have to imagine there’s another motive here (better monetizing of upgrades?), and also feel like this list is so basic as to almost be useless. Is the room I’m potentially eligible to upgrade to a basic room five floors up, or a suite?
What do you make of Marriott’s upgrade list concept?
Unless everyone arrive at the same time and visually see all suites are being occupied by paid and upgraded guests.
There is ZERO transparency.
This is the pinnacle of gaslight propaganda.
Will this actually lead to greater transparency, clearer expectations, and better results for elites? Or, just like with many airlines these days, more ‘dying on the waitlist.’
I like this concept I was recently in Florida at the Westin, and I knew that it wasn’t that crowded because it was in the summertime and when I checked in the novice service person was going to give me the Bayview instead of the ocean view then I commented how strange that would be especially since it was a Friday night and the hotel was only half full. She then asked the supervisor who...
I like this concept I was recently in Florida at the Westin, and I knew that it wasn’t that crowded because it was in the summertime and when I checked in the novice service person was going to give me the Bayview instead of the ocean view then I commented how strange that would be especially since it was a Friday night and the hotel was only half full. She then asked the supervisor who then upgraded me to Ocean view and two bedroom two bath suite so I think transparency is the best going forward you don’t have to continually negotiate each time you check in. I am a titanium Elite for life member.
1) this requires a much better system than what they currently have. The major airlines (particularly United) do a decent job with its app and website and I trust that they analyze the passenger info properly.
2) airlines own the flights and thus control their seat assignment well. Marriott doesn’t own most of the hotels these days and is easily on the edge of having some conflicts with any hotel owner at any time. Therefore,...
1) this requires a much better system than what they currently have. The major airlines (particularly United) do a decent job with its app and website and I trust that they analyze the passenger info properly.
2) airlines own the flights and thus control their seat assignment well. Marriott doesn’t own most of the hotels these days and is easily on the edge of having some conflicts with any hotel owner at any time. Therefore, I don’t trust that they can implement this process properly.
Marriott is a very poorly managed company. Let’s wait and see how it will be threaded by AI next.