Article citationsMore>>

Wang, J. (2018). You Can Now Check in with a Facial Scan at Marriott in China. Forbes.
https://www.forbes.com/sites/jennawang/2018/07/24/you-can-now-check-in-with-a-facial-scan-at-marriott/

has been cited by the following article:

• 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.