Dive Brief:

• Marriott International is partnering with the NFL to launch 37 player-curated City Guides available through its Marriott Bonvoy rewards program, enabling guests and sports fans to “go beyond the stadium” and explore the cities they’re in, according to a Monday news release. 
• The guides are based on personal recommendations from current and former NFL stars, and cover every U.S. and international city hosting a game this season, per the release. Each City Guide spotlights “local traditions, favorite places and hidden gems” found in each city. 
• The initiative comes as Marriott looks to brand partnerships to offer loyalty experiences that speak to guests’ passions, Lucy Werner, senior vice president of global partnerships at Marriott, shared during a recent virtual event with Hotel Dive.

Dive Insight:

Marriott Bonvoy will support the program throughout the 2026 NFL season by offering specialized on-property experiences and a new 10-episode series featuring athletes in their home destinations. Through the Marriott Bonvoy Moments program, which allows members to use their points to bid on or buy vacation experiences, fans can explore curated City Guides packages including game tickets, hotel stays and local experiences.

The first installment of City Guides features local recommendations from NFL players including Cooper Kupp in Seattle, Jerry Rice in Mexico City and Todd Gurley in Melbourne. Additional City Guides will be released throughout the season, including upcoming installments from Fred Warner in San Francisco and Kyle Hamilton in Baltimore. 

Marriott is also bringing back its Super Bowl Sleepover Suite, which allows one guest to win the opportunity to stay overnight at SoFi Stadium in Inglewood, California, the night before the Super Bowl. 

The launch of Marriott Bonvoy City Guides allows football fans to experience the cities they travel to “through the lens of those very same players,” Peggy Roe, executive vice president and chief customer officer at Marriott, said in a statement. 

During the August virtual event, Werner elaborated on the company’s experiential loyalty strategy, which includes offering unique experiences throughout the guest journey and keeping travelers connected to Marriott’s ecosystem between trips.  

She discussed Marriott’s recent partnerships with sports organizations, including Formula 1 and the International Cricket Council. Earlier this year, Marriott also teamed up with Visa to provide access to FIFA World Cup matches and hotel experiences.