TITLE:
Evaluating the Impact of Marriott Bonvoy Loyalty Program on Competitive Advantage in the Hospitality Industry
AUTHORS:
Maximo Burgio, Maria Victoria Anauati
KEYWORDS:
Marriott International, Marriott Bonvoy, Competitive Advantage, VRIO Framework, Porter’s Five Forces, Loyalty Programs, Hospitality Industry
JOURNAL NAME:
Open Journal of Business and Management,
Vol.14 No.2,
March
26,
2026
ABSTRACT: This study evaluates whether the Marriott Bonvoy loyalty program provides Marriott International with a competitive advantage. Using the VRIO framework and Porter’s Five Forces, the analysis finds that Bonvoy is a valuable and rare resource that strengthens customer loyalty and increases direct bookings, giving Marriott a temporary competitive advantage. However, high competitive rivalry and the growing threat of substitutes limit its long-term sustainability. While strong brand recognition and high entry barriers offer some protection, continuous innovation is required for Bonvoy to remain a source of advantage.