Marriott Targets Elites for New Summer Promotion

In yet another sign of the seriousness of the current travel slowdown, Marriott has announced a new promotion targeting its best customers—those who make elite status a priority.

Between May 11 and June 26, Marriott Rewards members will earn double elite-qualifying nights for every stay. In Marriott’s program, Silver status is earned after 10 nights, Gold after 50 nights, and Platinum after 75 nights.

Giving the offer even more potential value is Marriott’s new Elite Rollover Nights feature, which allows program members who have achieved elite status in 2009 to roll over any extra elite-qualifying nights into 2010.

From a consumer standpoint, there is one notable weakness to this offer: its short duration. Six weeks just isn’t much time to take advantage of the extra earnings.

(For those more interested in bonus points or miles, I have been advised that there will be another Marriott summer promotion that doesn’t focus on elite status. Look for an announcement next week.)