Marriott International's rewards program, Marriott Bonvoy, is tapping into the Taylor Swift frenzy, granting Bonvoy members the chance to experience Swift's Eras Tour through either a sweepstakes or the Marriott Bonvoy Moments platform, where members can trade in hotel-stay points for experiences, concerts and sporting events.
Marriott is a touring sponsor of the Taylor Swift | The Eras Tour in select series, and its tie-up with the pop megastar comes as events-based travel -- and concert-related travel, in particular -- enjoys a period of booming demand.
The just-opened sweepstakes gives Marriott Bonvoy members the chance to win one of three package types. The 3 Concerts, 3 Countries, An Unforgettable Experience package grants the winner and a guest the chance to see Swift at three different tour stops in Europe, the U.S. and Canada; the Vancouver Ultimate Concert Experience comprises a four-day trip and Eras concert tickets for two in Vancouver; and the Where Can We Take You? concert package includes two tickets to catch Swift in Stockholm, Madrid, Zurich, Milan, Hamburg, Vienna, Miami, New Orleans, Indianapolis, Toronto and Vancouver.
The sweepstakes entry periods vary, with the Where Can We Take You? entry dates closing as soon as March 20 for the Stockholm tour stop in mid-May and as late as Oct. 9 for the Vancouver stop in early December.
Next month, Marriott Bonvoy members will also be able to use points to purchase Taylor Swift tour packages via the Marriott Bonvoy Moments platform. The Marriott Bonvoy Moments packages will include two concert tickets, a two-night hotel stay at a Marriott Bonvoy property, dinner at one of Marriott's restaurants, a spa treatment and transportation to and from the venue.
The Marriott Bonvoy Moments packages will be offered at a fixed price of 500,000 points.
Marriott Bonvoy Moments' first Eras Tour offerings will go live March 13, with additional packages slated to drop on a rolling basis over the next few months.
Marriott is not the only travel company leaning into the Swift phenomenon. G Adventures is giving away Eras Tour tickets to its top travel advisors in a campaign called You Belong with G Experience. And a fan theme cruise put together by two travel advisors went viral.