Marriott International and Japan’s ecommerce giant Rakuten Group announced an industry-first strategic partnership aiming to elevate the travel experience for Japanese guests.
The agreement will tap Rakuten’s digital expertise alongside the global scale of Marriott Bonvoy.
It is designed for an integrated travel experience which allows eligible members to enjoy benefits from both Marriott Bonvoy and the Rakuten loyalty program.
The collaboration will allow Marriott Bonvoy to connect directly with millions of Rakuten members to offer experiences at Marriott Bonvoy’s 30 hotel brands, and market directly to Rakuten’s customer base.
“Kazunori Takeda, Group Executive Vice President, President of Commerce Company, Rakuten Group said: “Marriott is an ideal partner. This groundbreaking alliance will add incredible value for our members, enabling them to tap into the advantages of a global travel program.”
Rakuten offers services in ecommerce, fintech, digital content and communications.
It has more than 100 million members in Japan.
The Marriott Bonvoy portfolio comprises more than 7,800 hotels and resorts across 138 countries and territories around the world, including more than 70 properties in Japan.
“With a significant number of Japan’s population a Rakuten member, we anticipate this collaboration will allow us to strategically capture a greater share of a strong Japanese travel market,” said Rajeev Menon, President, Asia Pacific excluding Greater China, Marriott International.
It is slated to launch in phases from late-November 2021.
It offers easy enrollment in Marriott Bonvoy for eligible Rakuten members with a one-click process on the Rakuten platform.
Eligible Rakuten members will have access to member rates, and the ability to earn and redeem points and other exclusive benefits as a Marriott Bonvoy member
Rakuten members who join Marriott Bonvoy will be able to access a variety of Marriott Bonvoy points redemption options including exclusive VIP experiences.