It feels like loyalty programs continue to make one negative change after another these days. Next up: a negative Marriott terms change.

Marriott terms change: unannounced and painful

Let’s cut to the chase. A couple of weeks ago, Marriott tried passing through a change to its terms and conditions that it didn’t announce. I think we can all agree that it’s not fair that companies require everyone to agree to terms to participate but can change those terms unilaterally without notice. That’s especially true when the changes do nothing to help members.

So what are the changes? As View From The Wing noted, the original terms stated:

Complimentary Enhanced Room Upgrade for Platinum Elite Members. Platinum Elite Members and above receive a complimentary upgrade to the best available room, subject to availability upon arrival, for the entire length of stay. Complimentary upgrade includes suites, rooms with desirable views, rooms on high floors, corner rooms, rooms with special amenities or rooms on Executive Floors.

Meanwhile, the changed terms now state:

Complimentary Enhanced Room Upgrade for Platinum Elite Members. Platinum Elite Members and above receive a complimentary upgrade, subject to availability upon arrival, for the entire length of stay. Complimentary upgrade includes suites, rooms with desirable views, rooms on high floors, corner rooms, rooms with special amenities or rooms on Executive Floors.

The main change is the removal of the words “to the best available room”.

Why is this so impactful?

Ultimately, this represents a huge Marriott terms change to elite status. That’s because for those striving for Platinum status and above, receiving an upgrade to a suite amounts to an aspirational benefit. It’s always an awesome feeling to purchase the cheapest room and receive a material upgrade. It’s the thing that makes status worth chasing for some.

The removal of those words “to the best available room” means it gives hotels cover for giving any upgrade they chose to provide. It means rather than a suite upgrade, you’ll end up with a room that might be a higher floor or has a better view. Will all hotels do the bare minimum? No, but it has never been an issue at hotels that go above and beyond.

It’s those hotels that consistently are flagged by members as being stingy that will be the ones to adapt to the new terms. It will be those hotels that will continue to short elite members on their benefits. And it will be those hotels that upgrades will be hard to come by.

As stated when developing a value for Marriott elite status, I was pegging the value of a suite upgrade at $50/night. So it’s not something I could consider a rounding error.

What would cause this Marriott terms change?

You might say that this is just setting reasonable expectations for members. After all, there are so many elite members these days, especially with an American Express credit card (not sponsored) that hands out Platinum status like it’s candy. So perhaps with so many Platinum members it’s just a reality check that hotels cannot possibly provide upgrades for all?

I’d push back on that logic. Clearly, Platinum members and above already recognize that a hotel has a limited supply of suites. If none are available when checking in, it’s going to be impossible to get it. But if a base suite isn’t available, it’s still nice getting whatever the next step down is. This change says there’s no promise even if getting that next step down.

In reality, the change is meant to benefit hotel owners. It gives them something to push back on when members demand a base suite be made available to them if they see it for sale on the website. It allows hotels to keep more expensive rooms available for last-minute guests who need any room possible. Having guests take cheaper rooms and leaving more expensive ones available means a potential boost to revenue.

It’s similar to how airlines don’t process upgrades until the last minute. The main difference for airlines is that the flight departs at a set time while hotel guests can show up–and make last-minute bookings–all evening long.

What about those Nightly Upgrade Awards?

There’s one potential silver lining to this terms change. It’s those Nightly Upgrade Awards that Marriott issues to members hitting 50 or 75 elite nights in a year. You can earn five of them at each threshold, allowing one night of upgrades in exchange for each. Some hotels even make premium suites available using those awards.

Does this significantly change your odds on getting upgrades? I’m not fully convinced. Those awards start to clear at either five or three days prior to arrival (depending on hotel brand). Upgrade odds are supposed to be determined based on methodology from corporate and not from that particular hotel. I don’t expect the logic to be tweaked much by corporate.

However, this might be the most reliable way to secure a suite for free, assuming it actually sticks. I’ve had poor luck using the awards myself. I wish Marriott put the power more in members to confirm a room themselves in advance. That might make these changes easier to stomach–damaging day-of upgrades but allowing upgrades in advance.

But it’s still unquestionably good to have another avenue to get upgrades.

What do you think of this Marriott terms change?

Suggested reading:

• Review: Sheraton Downtown Phoenix
• Our Experience with Marriott Bonvoy Moments: Cheering on the Lakers
• Case in Point: The Way I Value a Marriott Point