Response Crafting

The mystery of Marriott categories

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According to Marriott’s website, I qualify for a FREE NIGHT (!) at any Category 7 hotel…

Sounds neat enough, right?
It does, until you consider this: Marriott doesn’t offer any additional information on what, exactly, “Category 7” means or which properties the label constitutes, let alone allow the user the immediately apparent capabiltiy to search by “Category” while booking or exploring the website, in order to use this Free Night. After looking for about a minute – which is already longer than it should require a user to use a reward – I finally used Google to get a (piecemeal) answer.
If you offer your customers a reward, you must also then:
a. educate them on what, exactly, the reward is
b. allow them to research how to use it

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