As the Australian Open’s Summer of Tennis continues to captivate tennis enthusiasts worldwide, Marriott Bonvoy is celebrating an exceptionally successful season marked by remarkable hotel occupancy rates and increased engagement with its growing global membership. Marriott International’s flagship loyalty program has once again proven the power of its strategic partnership with the Australian Open, underlining its standing as a leading force in both the travel and sports tourism sectors.
For the fourth consecutive year, Marriott Bonvoy is the official hotel partner of the Australian Open, cementing its status as a key player in the hospitality industry during one of the world’s most prestigious sporting events. The partnership with Tennis Australia has enabled Marriott to showcase its exceptional hotel offerings and foster meaningful connections with its rapidly expanding member base, which now exceeds 220 million worldwide.
Jason Nuell and Deb McDiarmid.
Strong Hotel Performance Amidst the Tournament
Marriott Bonvoy’s portfolio of over 30 brands globally has proven itself resilient in the face of industry challenges, with its Melbourne properties standing out in performance during the two-week-long Australian Open. Marriott’s five-star hotels near Rod Laver Arena — including The Ritz-Carlton, The Westin, Sheraton, and W Hotels — reported 90-95% occupancy rates throughout the tournament. This impressive figure is accompanied by a notable 8% year-on-year increase in bookings, with Average Daily Rate (ADR) experiencing double-digit growth compared to January 2024.
Jason Nuell, Area Vice President for Australia, New Zealand, and Pacific at Marriott International, emphasized the significance of this partnership, saying, “The Australian Open is a pivotal opportunity for us to engage with our growing membership base, which now spans over 220 million members globally. We’ve seen a notable increase in member penetration this year, with three-quarters of stays coming from loyal Marriott Bonvoy members. Furthermore, we’ve witnessed a surge in international guests, particularly from the US and China, reflecting the global appeal of both the Australian Open and our brand.”
Exclusive Experiences for Marriott Bonvoy Members
Beyond hotel occupancy, Marriott Bonvoy is also celebrating the success of its bespoke offerings for its members. This year’s Summer of Tennis saw over 800 VIPs, tennis legends, and tournament officials hosted across Marriott’s Australian properties. These experiences include exclusive access to 55 unique Marriott Bonvoy Moments™ that provide members with unparalleled opportunities to connect with the tournament in a way few others can.
These offerings include premium viewing tickets for marquee matches, behind-the-scenes arena tours, and meet-and-greet sessions with tennis icons such as Ash Barty, James Blake, and Sam Stosur. Marriott Bonvoy members also gained access to the exclusive Marriott Bonvoy Lounge at the Australian Open, further enhancing their connection to the event and the brand.
In 2024, Marriott Bonvoy members redeemed over 14 million points to access exclusive moments, a figure expected to be surpassed in 2025 as interest in these one-of-a-kind experiences continues to rise. The loyalty program’s ability to offer high-value rewards like these has proven to be a significant draw for members, creating an added dimension to the Marriott Bonvoy experience beyond traditional hotel stays.
Jason Nuell and Deb McDiarmid.
Deb McDiarmid, Area Director of Marketing for Australia, New Zealand, and Pacific at Marriott International, shared her insights on the significance of the partnership: “Our collaboration with Tennis Australia provides Marriott Bonvoy with an unparalleled platform to increase visibility on a global scale. The partnership allows us to connect deeply with our loyal members and other key stakeholders while offering them unforgettable experiences that enhance their travel journeys. We are excited about the future of this partnership and look forward to continuing to deliver unique opportunities for our members.”
A Global Growth Strategy Powered by Tennis
The growing success of the Marriott Bonvoy brand at the Australian Open speaks volumes about the increasing synergy between the hospitality industry and significant sporting events. Marriott Bonvoy’s ability to tap into this dynamic market has allowed the brand to forge ahead as an industry leader in hospitality and sports tourism. Marriott International’s investment in high-quality, experiential travel has solidified its position as a preferred hotel brand among affluent travellers.
Additionally, the partnership continues to provide valuable insights into member preferences, enabling Marriott to refine its offerings and cater to the evolving needs of today’s travel market. This strategic approach has led to more substantial international bookings, particularly from markets like the US and China, showcasing the ever-growing global appeal of the Australian Open and Marriott Bonvoy’s expanding reach.
Looking Ahead to Future Opportunities
The future looks exceptionally bright as Marriott Bonvoy continues to strengthen its ties with the Australian Open. With a growing number of members eager to participate in exclusive experiences, Marriott Bonvoy is poised further to enhance its standing as a top-tier loyalty program. The brand’s ongoing commitment to providing exceptional value and unforgettable moments for its members will drive continued growth across Marriott’s portfolio of hotels worldwide.
For Marriott Bonvoy members, the opportunity to redeem points for access to exclusive experiences at iconic sporting events like the Australian Open remains one of the most compelling aspects of the loyalty program. With new experiences and opportunities on the horizon, Marriott Bonvoy is set to deliver even more extraordinary moments to its members in the coming years.
Written by: Karuna Johnson
