The Drum Awards Festival - Official Deadline

-d -h -min -sec

Travel Marketing Social Media Ecommerce

Marriott to create customized experiences for Japanese travelers with Rakuten tie-up


By Shawn Lim, Reporter, Asia Pacific

October 7, 2021 | 3 min read

Marriott International and Rakuten Group are coming together to create new travel experiences for Japanese tourists traveling domestically and internationally.


The collaboration will allow Marriott Bonvoy to connect directly with Rakuten members

“This collaboration with Rakuten 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 travelers to our expansive portfolio of global brands,” said Rajeev Menon, president for the Asia Pacific excluding Greater China at Marriott International.

“We’re delighted to be working with Rakuten to advance the recovery of travel.”

Kazunori Takeda, group executive vice-president, president of Commerce Company at Rakuten Group, added: “We are excited to work with Marriott International to offer eligible Rakuten members the amazing benefits of Marriott Bonvoy, Marriott International’s industry award-winning travel program. 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 program.”

How will Marriott and Rakuten work together?

  • This new agreement is designed to create an integrated travel experience and allow eligible members to enjoy benefits from both Marriott Bonvoy and the Rakuten loyalty program.

  • The collaboration will allow Marriott Bonvoy to connect directly with Rakuten members to offer them an experience of Marriott Bonvoy’s 30 international hotel brands, and market directly to Rakuten’s customer base with content and promotions that are customized for the Japanese traveler.

  • Enrolment in Marriott Bonvoy for eligible Rakuten members will be a one-click process on the Rakuten platform, using existing Rakuten member information.

  • Eligible Rakuten members will be able to enjoy the benefits of Marriott Bonvoy such as access to member rates and the ability to earn and redeem points.

  • Once Rakuten members join Marriott Bonvoy, they will be able to access a variety of Marriott Bonvoy points redemption options to experiences such as private concerts and family-focused events through the Marriott Bonvoy Moments website.

Travel Marketing Social Media Ecommerce

More from Travel Marketing

View all


Industry insights

View all
Add your own content +