While Marriott International Inc. (NASDAQ:MAR) performed better than analysts’ expectations in the fourth quarter, its guidance missed the first-quarter estimates. However, the company highlighted its growing digital strength and loyalty program during its earnings call.
What Happened: The hotel giant announced a surge in digital engagement, including a near 30% year-over-year increase in Marriott Bonvoy app downloads in 2024. It added over 31 million new Bonvoy members over the last year, bringing the total to nearly 228 million.
“Bonvoy member penetration of room nights achieved historic highs in the fourth quarter at 73% in the U.S. and 66% globally,” said CEO Anthony Capuano.
Marriott Bonvoy is a free loyalty program where guests earn and redeem points for stays at Marriott hotels, including brands like Ritz-Carlton, St. Regis, JW Marriott, Sheraton, Westin, and Renaissance.
Capuano added, “Our digital channels and mobile in particular remain key drivers …