Starbucks and Marriott Bonvoy partnership could become more than just point building
When Starbucks and Marriott Bonvoy announced their new collaboration, many coffee lovers and travel enthusiasts counted their blessings. The idea that the morning Americano could eventually earn a better stay on that next vacation made people thirsty for more. While the opportunity for free beverages and hotel benefits entices another purchase, could there be more brewing with this concept?
Value continues to be front and center in the food and beverage world. Long gone are the days of disposable income and careless spending. The combo meal discount leverages the savings and the reward programs add an extra discount on the total. It might not be penny pinching, but everyone wants a little extra with that purchase.
Another layer of the value conversation is the brand partnerships. More frequently food, beverage, and travel companies find ways to crossover and give consumers more with that purchase. Whether it is building points or offering a discount, consumers feel that their money spent comes with a little extra.
With the Starbucks and Marriott Bonvoy partnership, the guests can link their loyalty programs to earn Stars and points for their purchases. The collaboration will include special offers like Double Stars During Stays and Marriott Bonvoy Weeks. Given that this program launched during the busy summer travel season, many people will appreciate that the morning latte on that summer road trip brings those bonuses to their accounts.
As many travelers appreciate, Starbucks is featured at some properties. For example, Courtyard by Marriott often serves Starbucks in its Bistro locations. Many guests appreciate that freshly brewed coffee that is available in the lobby space.
While many people will hope to see their point and stars totals increase, this collaboration could become more than just a new rewards status. It might be an opportunity for Marriott properties to feature Starbucks coffee in many avenues.
From having Starbucks coffee featured by the in-room coffee maker to using Starbucks coffee in its restaurants, there are plenty of cross over opportunities that could expand its collaboration. Given that coffee influences the food and beverage industry in a multitude of ways, there are almost limitless possibilities.
For example, Starbucks Reserve locations will be serving the Starbucks Reserve Siciliano for Marriott Bonvoy cocktail exclusively for customers who have the linked accounts. That cocktail features “Starbucks Reserve Cold Brew with traditional Italian spirits, including Amaro Averna and Carpano Antica Formula Sweet Vermouth, finished with Scrappy's Orange Bitters, sparkling water and an orange swath.”
That specialty cocktail could be just the first pour of many opportunities to expand the partnership. From a cocktail at the Marriott property to using the Starbucks coffee to flavor a particular menu item, the possibilities are many.
For now, grab a Starbucks after a restful night at that favorite Marriott Bonvoy destination. Food and travel are forever linked and now there are more reasons to satisfy that wanderlust.