Marriott Bonvoy makes loyalty as easy as checking in

Marriott International has teamed up with BBH Singapore to launch a new Asia Pacific campaign positioning its Marriott Bonvoy loyalty programme as simple and accessible, even for infrequent travellers.

Titled “Loyalty’s just that easy”, the campaign challenges the perception that loyalty programmes are designed only for frequent flyers or business travellers. Instead, it frames Marriott Bonvoy as a programme that rewards everyday travel moments, from hotel stays to dining and spa experiences.

At the centre of the campaign is a hero film created by BBH Singapore, which follows an everyday traveller discovering Marriott Bonvoy for the first time. The film captures his surprise as he realises that even small moments of relaxation, such as enjoying a meal or unwinding at a spa, can earn points.

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The film was directed by Emmy Award-winning director Rhys Thomas and produced by Stink London.

To reflect the programme’s broad appeal across the region, the campaign features three versions of the hero film, each led by a different protagonist from India, Japan and Korea. Shorter 30- and 15-second edits will also roll out, reinforcing the ease of earning and redeeming points across Marriott Bonvoy’s portfolio of more than 30 hotel brands at various price points.

The films began airing on 5 January and will run across Asia Pacific markets including India, Japan, Korea and Indonesia. The campaign will be supported by an integrated media push spanning out-of-home, digital and social channels, with additional activations planned through the first half of 2026.

Marriott Bonvoy allows members to earn and redeem points not only through hotel stays, but also through spending on food and beverage and wellness experiences, positioning loyalty as something that “comes naturally” rather than requiring deliberate effort.

“We know loyalty programmes can feel complicated and real-world usage might seem like hard work. This campaign aims to correct these perceptions, showing how loyalty with Marriott Bonvoy is effortless. The variety of our hotel brand options means there’s something for everyone, and members can transform moments of relaxation, both big and small, into points," said Xue Ying Mei, vice president Marketing, Marriott International Asia Pacific excluding China (APEC).

In tandem, Khairul Mondzi, executive creative director, BBH Singapore, said, “Most hotel loyalty programmes make you feel like you need a spreadsheet just to know where you stand, not to mention the effort it takes just to earn the points. We started with a simple question. What if loyalty didn’t feel like effort at all? That idea became the foundation of this campaign, built around the moment you realise you don’t have to try. It just works.”

The campaign also builds on BBH Singapore’s growing body of work with Marriott International in the region. In August last year, Fairfield by Marriott launched “Come back to calm”, a campaign created by BBH Singapore that positioned the brand as a serene counterbalance to the sensory overload of travel.

The work, BBH Singapore’s first for Marriott International Asia Pacific excluding China since winning the business earlier that year, reinforced Fairfield by Marriott’s brand platform, “The beauty of simplicity”. Anchored by an online film, the campaign contrasted the colour, noise and spontaneity of travel with Fairfield by Marriott’s pared-back spaces designed for rest and recharge, closing with the tagline, “Come back to calm”.

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