Marriott, Rakuten form strategic alliance to benefit Japanese travellers

Marriott International and Rakuten Group, Inc. has established an industry-first strategic collaboration to elevate the experience of Japanese travellers.

The agreement will leverage the strength of Rakuten’s digital expertise and capitalise on the current growth of Japan’s digital economy, alongside the global scale and the rapid growth of the Marriott Bonvoy footprint.

Rakuten members can enjoy perks and experiences offered by Marriott Bonvoy when they travel domestically or internationally; Moxy Osaka Honmachi pictured

The collaboration will allow Marriott Bonvoy to connect directly with millions of Rakuten members to offer them access to Marriott Bonvoy’s 30 international hotel brands, and market directly to Rakuten’s customer base with content and promotions that are customised for the Japanese consumer.

Kazunori Takeda, group executive vice president and president of commerce company, Rakuten Group, said: “Rakuten customers have come to expect the highest standards of service and convenience, and 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 programme.”

Rajeev Menon, president, Asia Pacific excluding Greater China, Marriott International, said the move “underscores our optimism for travel recovery”.

“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 and connect these travellers to our expansive portfolio of global brands. We’re delighted to be working with Rakuten to advance the recovery of travel,” he added.

Eligible Rakuten members can enroll in Marriott Bonvoy from late-November 2021 and begin to enjoy a host of benefits including a seamless and integrated digital travel experience using just their Rakuten member information; exclusive access to member rates, points and perks on the Marriott Bonvoy programme; and VIP experiences such as private concerts and family focused events.

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