Dive Brief:
- Ahead of the FIFA World Cup this summer, Marriott Bonvoy has teamed up with Visa on a global campaign called “For Fans, Everywhere,” which will provide exclusive rewards to Marriott loyalty members who are also Visa cardholders, according to a release obtained by Hotel Dive.
- Soccer players Erling Haaland (on the Norway national team) and Vinicius Júnior (on the Brazil national team) will be the faces behind the campaign, appearing in social videos and “a cinematic brand film” meant to engage fans worldwide in the upcoming sporting event, which kicks off in June.
- Tapping into the growing sports tourism trend, the Marriott-Visa loyalty collaboration will provide access to every World Cup match as well as unique stay experiences, according to Marriott Bonvoy.
Dive Insight:
Representing the largest Marriott Bonvoy Moments release ever for a single event, the campaign will give guests access to more than 600 offerings, including fixed‑price experiences, auctions and nearly 100 1‑point drops, according to the release.
The campaign also introduces the “Sleepover Suite” experience at MetLife Stadium in New Jersey, an overnight stay the night before the FIFA World Cup final in a luxury box suite turned into a one-night-only hotel-style accommodation overlooking the field.
The loyalty tie-up launches as Marriott aims to meet a growing demand for experience-driven travel, particularly around sporting events, per the release. Sports tourism has surged in recent years, previously forecast to grow 17.5% between 2023 and 2030, according to the United Nations World Tourism Organization.
“Our campaign taps into a core truth about World Cup fans: travel is more than a journey — it’s a way to get closer to the people, passions and places they love,” Peggy Roe, executive vice president and chief customer officer at Marriott International, said in a statement. “We’re creating a space where fans can celebrate their fandom, connect with community, and share their culture across generations.”
The promotion also comes as hotel guests place more value on loyalty rewards versus cost, according to a March survey from Choice Hotels International.
Last month, Marriott launched a sports-related marketing campaign focused on the NCAA’s March Madness basketball tournament. The hotel company has also previously bolstered its loyalty program growth through campaigns with celebrities like Gwyneth Paltrow.
While this year’s World Cup is expected to drive millions of travelers to the U.S., recent findings show that hotel demand is trending lower than initially expected.
