This hotel isn’t scoring points with customers.
A top US hotel brand is allegedly bribing its guests by rewarding them for a positive review.
Aloft Miami – Brickell, a Marriott International property, has blasted Marriott Bonvoy rewards members with emails offering 3,000 points for completing a post-stay survey — but only to those who award the hotel with the highest score, the blog LoyaltyLobby reported on Friday.
The email notes that the company would award the points in exchange for the “top score” on completed surveys — “as a token of appreciation.”
Aloft Miami Brickell reportedly sent out emails to Marriott Bonvoy members offering those who stayed there 3,000 Bonvoy points if they gave a top score in the post-stay survey. Jeff Greenberg/Universal Images Group via Getty Images
Essentially, it promises that those who give the hotel a perfect score will get points, but if a guest reports any issues publicly, they won’t get the points.
As of the time of reporting, the public rating for the hotel on the Marriott website is 3.7, on Google it’s 4.0, and 3.8 on TripAdvisor.
Per LoyaltyLobby, the body of the email read, “If you happen to receive a survey from Marriott Bonvoy regarding your recent visit, we kindly invite you to share your thoughts with us. A perfect 9 or 10 not only inspires our team but also helps us continue raising the bar in service and hospitality.”
“As a token of our appreciation, we will be happy to award you with 3,000 Marriott Bonvoy points for completing the survey with a top score.”
The email advises the customer to “keep an eye” on their inbox for a survey that is usually sent out a few days after checkout.
The email advises the customer to “keep an eye” on their inbox for a survey that is usually sent out a few days after checkout. Google Maps
“If you enjoyed your stay, we kindly ask you to select the top score. Once completed, we’ll take care of the rest and your points will be credited to your account.”
Travel writer Ben Schlappig for One Mile at a Time accused Aloft of a promotion that is “not only unethical, but violates Marriott’s policies.”
“There’s nothing wrong with having some sort of a raffle for those who complete the post-stay survey, but dictating the types of reviews that are eligible for a reward is just plain wrong,” the article read.
As of the time of reporting, the public rating for the hotel on the Marriott website is 3.7, on Google it’s 4.0, and 3.8 on TripAdvisor. Lawr – stock.adobe.com
Marriott’s internal guidelines apparently state that “properties must not offer compensation, incentives, or rewards (including Bonvoy points, discounts, or amenities) in exchange for a specific survey score or review rating,” according to One Mile at a Time.
“Guest Voice feedback must represent authentic guest experience without manipulation or conditional benefit.”
The Post has reached out to Marriott for clarification.
