Marriott offers soft landing for Bonvoy elites not requalifying in 2024

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Marriott offers soft landing for Bonvoy elites not requalifying in 2024

Research

Erica Silverstein Managing editor | The Points Guy

By Sky Industry News

Oct 31, 2024

Marriott has confirmed a "soft landing" policy for its Bonvoy elite members who do not requalify in 2024. This move will allow members to retain a status level one tier below their current standing from March 2025 until February 2026. The news was first reported by Loyalty Lobby.

Under this policy, members whose elite status is set to expire at the end of February 2024, but who fail to meet the requirements for their current or a higher status, will only drop one tier. According to Marriott's website: "In early March 2025, Members who did not re-achieve their existing Elite Status will be offered one tier below their current status through February 2026."

The specifics are as follows:

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- Ambassador Elite members who do not requalify in 2024 will have Titanium Elite status through February 2026.

- Titanium Elite members dropping down will receive Platinum Elite status.

- Platinum Elite members will fall to Gold Elite status.

- Gold Elite members will be assigned Silver Elite status.

This policy mirrors similar approaches Marriott had before the pandemic when it paused these measures due to extended elite statuses granted during that period. The "soft landing" strategy is seen as beneficial both for those unable to requalify and for Marriott, which hopes to maintain member loyalty.

Mid- and upper-tier elite members can still enjoy various benefits with their adjusted statuses. For instance, expiring Ambassador Elites with Titanium status can access perks like complimentary breakfast at most brands, suite upgrades including at Ritz-Carlton properties, a 75% point bonus accrual, choice benefits, and United Premier Silver status match.

Members should expect updates on their new statuses by early March.