Case Study

Marriott Bonvoy | Grows Monthly Members 12%+ with WeChat Loyalty Mini-Program

Marriott Bonvoy

Industry

Hospitality

Platform

WeChat

Objective

Community

Background

When entering the Chinese market, Marriott Bonvoy needed to bridge the gap between its global loyalty system and the unique digital habits of Chinese travellers. Traditional email-led CRM strategies underperformed due to China’s mobile-first behaviour. To make loyalty feel local, Bonvoy chose WeChat mini-programs as the technical foundation and needed strategic execution to drive both engagement and conversion.

Execution

  • Custom-built WeChat CRM system
    Twish built a loyalty mini-program from scratch and integrated it into the brand’s global system, ensuring seamless member syncing and tier tracking.

  • Always-on Member Day strategy
    We created monthly themed “Member Day” campaigns designed around user seasonality and behaviour. Each campaign had a WeChat content calendar, activation H5s, and referral incentives.

  • Media planning & optimisation
    On Baidu, OTA media, and WeChat Moments, we provided ad recommendations to optimise CAC, while retargeting campaigns drove warm leads to register.

  • User journey design & retention flow
    We implemented post-registration touchpoints like interactive games, badges, and WeChat messages to increase monthly engagement and nurture members into Platinum+ tiers.

  • Full Chinese ecosystem integration
    From hotel landing pages to loyalty card upgrades, the system was fully adapted to Chinese platforms—ensuring frictionless experiences for mobile users. See our Localization Strategy Services

    • 12%+

    Monthly Member Growth

    3.5 RMB

    CAC/ CNY campaign

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