- News & Analysis
- Strategies & Tactics
If imitation is the sincerest form of flattery, then Delta and Starwood must be positively blushing with this morning’s announcement by two of their competitors.
As did Delta and Starwood with Crossover Rewards, United and Marriott have partnered to offer RewardsPlus, a package of reciprocal benefits for members of the two companies’ programs.
The benefits are as follows:
The complimentary elite status in both programs is valid through January 31, 2014.
For United elites, free Marriott Gold status (which normally requires 50 nights to earn) is a significant benefit. Complimentary Silver status in United’s program has considerably less value, but is still worth having. The special conversion rate for miles-to-points transfers is a decided improvement over the normal rates, but it’s a benefit of limited use.
Overall, this seems a notably unbalanced relationship, with United loyalists getting the best of the tie-up. But it’s a start, and it could develop into something more substantial.
With the Delta-Starwood and United-Marriott links now in place, it’s pretty much a given that American will feel peer-pressured into forging its own special relationship with one of the major hotel chains. My bet: Hilton.
Reader Reality Check
Is RewardsPlus a difference-maker for you?
Other Posts of Interest
Stay in Touch