Marriott International has tripled the number of hotels offering frequent-flyer miles as part of its reward programme.
In addition, customers can now earn up to three miles a dollar, double the previous amount offered, spent at 1,650 properties worldwide. The reward points can be used for travel on 18 frequent-flyer airline programmes, representing 28 carriers.
The company says the move has been made to target semi-frequent travellers – business and leisure – who do not earn as many points as frequent travellers.
Marriott senior vice-president for loyalty and database marketing Lynne Roach-Hildebrand said: “People will seek out a particular brand wherever they go. If the brand is not available, they will choose a competitor brand of similar quality.
“With this enhancement, they have more of an incentive to stay with one of our Marriott brands,” she added.