Many loyalty programs have invitation-only elite tiers, like American Concierge Key, Delta 360, United Global Services, and Hyatt Courtesy Card.
At least on the airline front, these tiers are typically pretty widely known. What many people don’t realize is that Marriott also has an invitation-only elite tier. It’s possibly the most exclusive invitation-only elite tier of all, because I don’t think I’ve ever heard of anyone earning it.
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Marriott Bonvoy’s five published elite tiers
Marriott Bonvoy is the world’s largest hotel loyalty program, and it has five published elite tiers:
- Silver Elite status, which requires 10 elite nights per year
- Gold Elite status, which requires 25 elite nights per year
- Platinum Elite status, which requires 50 elite nights per year
- Titanium Elite status, which requires 75 elite nights per year
- Ambassador Elite status, which requires 100 elite nights and $23,000 of qualifying spending per year
Who gets Marriott Cobalt status?
Marriott Cobalt Elite status is available exclusively through Marriott’s CEO. Marriott employees can allegedly nominate members, though they have to be approved by the CEO.
Based on how few Cobalt members there allegedly are, I imagine nominations are very exclusive, so this isn’t just a function of being friends with someone at a front desk, or even frequenting one hotel. Similarly, this isn’t even given to hotel owners. It doesn’t even seem to consistently be given to big spenders (I mean, maybe it is if you’re spending six figures per year with Marriott, but seemingly not otherwise).
Back in the day, the Cobalt Elite program existed as part of the Ritz-Carlton Rewards program, and it was also very exclusive at the time. It was only in 2019 that Marriott hotels were formally briefed about Cobalt Elite status, as Marriott at that point formalized benefits for the program.
What benefits do Marriott Cobalt members receive?
Given how exclusive Cobalt Elite status is, the benefits are kind of not that amazing, at least on paper. Cobalt Elite members receive Ambassador Elite status, but on top of that get benefits that vary by brand.
At select and extended stay brands, Cobalt members receive upgrades to the best available rooms (including suites), plus a greeting and note from the general manager.
At premium brands, Cobalt members receive a personalized amenity.
At luxury brands, Cobalt members receive a distinctive experience on-property for the member and a guest. The “distinctive experience” being offered at luxury properties varies by brand, and includes:
- At Ritz-Carltons, complimentary club lounge access and a greeting by management, as well as a personal invitation from the general manager to a “scenography defining moment of the day”
- At JW Marriott, a personal invitation to meet with general manager at a food & beverage outlet
- At EDITION, a VIP table assignment in a restaurant or bar
- At St. Regis, a personal invitation to a ritual moment
As you can see, the benefits aren’t very compelling on paper. But I suspect that’s because for the types of customers who have this status, a few extra bonus points aren’t worth that much. Instead, I think the most compelling thing about the status is likely just that the hotel will go out of its way to take care of you and look after your stay.
I think most people don’t actually want to hang out with a general manager, but instead, the idea is that by giving the member easy access to the manager, they’ll also have any issues resolved more easily. I have to imagine any issues brought up by Cobalt Elite members are top priority to get fixed (I mean, as much individual Marriott properties are able to execute on anything).
How many Marriott Cobalt members are there?
I don’t actually have any insights here, but I did want to throw the question out there. Invitation-only elite members aren’t exactly rare at airlines. In the case of hotels, I know of a few Hyatt Courtesy Card members, though not many. But oddly in the case of Marriott, I don’t think I’ve heard about a single Cobalt member. We know the program exists, we just don’t know how many members there are.
So I’m curious, are any OMAAT readers Cobalt members? Can any Marriott front office employees chime in (anonymously) on whether they’ve ever had a Cobalt member on property? Does the program technically exist but not have any (or very few) members?
Bottom line
Marriott has a secret, invitation-only elite tier, known as Cobalt Elite status. This is available exclusively through Marriott’s CEO, and membership seems to be extremely limited.
Given how exclusive this status allegedly is, I’m kind of surprised there aren’t more published benefits. For example, at Marriott’s top brands (where you’d assume most of these premium guests are staying), you basically get Ambassador Elite status, plus an experience, and that’s it.
Ritz-Carlton lounge access is nice (as it’s not offered as part of status otherwise), but other than that, I can’t say the benefits are that exciting. Now, I would say that there’s probably better “soft” treatment all around. For example, I imagine Cobalt Elite members will be looked after more carefully, employees will be briefed on them, etc.
So, does anyone have Cobalt Elite status, or know someone who does?
In nearly 1,000 nights staying in a Marriott Property since 2019, I’ve only met ONE Cobalt (happened to be sitting at the table next to him at the Hotel Paso del Norte and he overheard I was Ambassador status).
The guy spent ~$130k/yr with Marriott and owned a company. He mentioned he had to review a certain number of properties where he stayed to maintain the status and he was recommended by the management of...
In nearly 1,000 nights staying in a Marriott Property since 2019, I’ve only met ONE Cobalt (happened to be sitting at the table next to him at the Hotel Paso del Norte and he overheard I was Ambassador status).
The guy spent ~$130k/yr with Marriott and owned a company. He mentioned he had to review a certain number of properties where he stayed to maintain the status and he was recommended by the management of a property he loved in Florida (you have to be nominated). I believe he stated it was around a 6 month process from the time the property started to advocate for him.
My boss is the only Lifetime Ambassador status I’ve ever met (or heard of) and his wife jokes that he “could take a dump in the lobby” and they would thank him for it.
With the increased spend threshold of $23k/yr it will be a challenge for me as a lone traveler to maintain it (even though I blow past the 100 night qualifier easily 50-75% through the year).
Honestly, this feels like a solution in search of a problem. I don’t need a personal intro or a handshake from the GM to feel valued. I just want things to work as promised and issues handled smoothly when they don’t. If a hotel can do that consistently, status becomes kind of irrelevant. The rest just feels like window dressing.
Most miss the point. It's about knowing you're going to be taken care of and nothing more. But, in reality, that is *the* only thing that matters.
@Fred
You and the hotel management and Bonvoy are missing the point. Every guest when making a booking, is doing so with the expectation of being taken care of. No one should have to have some "exalted" status to have properties deliver on their value prop or go above and beyond to recover when things go awry.
4 Seasons may be expensive, but I cannot fault them for delivering on every stay I have had with them - and I have no status.
A longtime buddy of mine is Cobalt.
Per his words: "Cobalt was presented to me as i own across the whole of the Americas the real estate (buildings + land) that's occupied by Marriott's hotels.
Cobalt not something i actively seeked out or used as benefit as prefer staying in my own homes. The status was just offered.
He did meet the Marriotts.
Just business transactional.
----
So this could explain why it's a rare status.
This checks out. First reaction to the benefits was that this would only be valuable to someone in or with very close ties to the hotel business.
Meet the GM... personal note... I find this so underwhelming.
Exactly. Last thing I want to do after a work day or a travel day is talk to someone else besides what’s necessary to check in.
Someday they'll be a triple secret status, which you will get after you stay 400 nights a year.
For Marriott, that would mean they will only show your a middle finger less than three times a year.
Bbt, sounds like you are a friend of Ling Ling.
If double secret elite status tickles your pickle I reckon this will do the trick. As for actual benefits, I'm not sure I'd enjoy that much facetime w/ the GMs. Some of the GMs at these high end places are very, very needy. I just turned 30 and the thrill of being greeted personally by a GM has worn off a bit
Happy belated birthday. I hope you still get your pickle tickled, whatever it takes. Just beware of tight connections in Charlotte. Don’t rub CLT the wrong way!