Marriott International and Rakuten join hands to enhance travel experience

The new agreement to allow eligible Japanese customers to enjoy benefits from both Marriott Bonvoy and Rakuten loyalty programme

Marriott International and Rakuten Group have collaborated to elevate the experience of millions of Japanese customers travelling domestically and internationally. The agreement will leverage the strength of Rakuten’s digital expertise and capitalise on the current growth of Japan’s digital economy, alongside the global scale and the rapid growth of the Marriott Bonvoy footprint. This new agreement is designed to create a seamless, integrated travel experience and allow eligible members to enjoy benefits from both Marriott Bonvoy and the Rakuten loyalty programme. The tie-up will allow Marriott Bonvoy to connect directly with millions of Rakuten members to offer them unparalleled experiences and a diverse portfolio of Marriott Bonvoy’s 30 international hotel brands, and market directly to Rakuten’s customer base with content and promotions that are customized for the Japanese travellers.

“We are excited to work with Marriott International to offer eligible Rakuten members the amazing benefits of Marriott Bonvoy, Marriott International’s industry award-winning travel programme. Rakuten customers have come to expect the highest standards of service and convenience, and Marriott is an ideal partner. This groundbreaking alliance will add incredible value for our members, enabling them to tap into the advantages of a global travel programme,” said Kazunori Takeda, Group Executive Vice-president, Rakuten Group.

“This collaboration with Rakuten underscores our optimism for travel recovery. With a significant number of Japan’s population a Rakuten member, we anticipate this collaboration will allow us to strategically capture a greater share of a strong Japanese travel market and connect these travellers to our expansive portfolio of global brands. We’re delighted to be working with Rakuten to advance the recovery of travel,” said Rajeev Menon, President, Asia Pacific excluding Greater China, Marriott International.

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