World’s First Global Duty-Free Partnership Signed
Linked Accounts Unlock Hotel Stays and Duty-Free Shopping Benefits
Shinsegae Duty Free announced on August 26 that it has signed the world's first duty-free partnership with Marriott Bonvoy, the world's largest hotel membership program with approximately 248 million members worldwide. The company will launch a large-scale membership integration program that allows customers to enjoy both hotel stays and duty-free shopping benefits simultaneously.
This program is designed so that when accounts from both companies are linked, members can earn points and enjoy VIP tier benefits at over 9,600 Marriott-affiliated hotels in 143 countries worldwide, as well as at Shinsegae Duty Free's online and offline stores. The company explained that this will provide a premium experience encompassing both hotels and duty-free shopping, and is expected to significantly enhance customer satisfaction throughout the entire travel process.
Marriott Bonvoy offers a wide range of options, from five-star luxury hotels such as The Ritz-Carlton, JW Marriott, Westin, W, and St. Regis to business hotels, and is highly preferred and trusted by travelers worldwide due to its differentiated tier benefits. Through partnerships with over 40 airlines including Singapore Airlines and Air Canada, as well as global car rental brands such as Hertz and Dollar Thrifty, Marriott Bonvoy continues to expand its customer base.
With this partnership, Marriott Bonvoy's 200 million members can become potential customers of Shinsegae Duty Free. In particular, with the temporary visa-free entry for Chinese group tourists starting next month, the hosting of the 2025 APEC Summit, and the global spread of the K-culture phenomenon invigorating the domestic tourism market, both companies expect to expand their influence and strengthen their presence in the market amid these trends.
Marriott Bonvoy members who link their accounts with Shinsegae Duty Free can earn 2 points per 1,000 KRW spent (up to 1,000 points per month) after completing their purchases at Shinsegae Duty Free's online and offline stores. The accumulated points can be used for Marriott hotel stays worldwide, conversion to partner airline mileage, restaurant, spa, and experience (Moments) programs, as well as reservations with global car rental brands such as Hertz and Sixt.
Through membership tier matching, Marriott Bonvoy Platinum, Titanium, and Ambassador Elite members will be granted Shinsegae Duty Free VIP status, while Gold Elite members will receive Shinsegae Duty Free Black status. Shinsegae Duty Free Black and VIP members will be granted Marriott Bonvoy Silver Elite status.
Marriott Bonvoy Silver Elite status is awarded to members who stay at least 10 nights per year at Marriott hotels worldwide and comes with exclusive benefits such as late checkout, special member room rates, free Wi-Fi, and a 10% point bonus. Shinsegae Duty Free VIP members can enjoy up to 20% discounts, exclusive online "additional points," access to the Myeongdong store's VIP lounge, and priority pickup at Incheon Airport's EXPRESS counter, among other differentiated duty-free shopping benefits.
To commemorate the launch, Shinsegae Duty Free will operate a "Marriott Bonvoy Pop-up Store" at its Myeongdong location until September 4. Customers who newly sign up for Marriott Bonvoy will receive a limited daily welcome gift, and those who link both accounts will receive additional benefits.
Yang Hojin, Executive Vice President and Head of Sales at Shinsegae DF, stated, "This partnership is an unprecedented initiative in which a global hotel network and Korea's leading duty-free retailer collaborate to provide an enhanced experience throughout the entire travel journey for customers, marking a first in the domestic retail industry." He added, "Starting with this program, both companies will share a long-term vision of expanding global customer touchpoints, innovating services, and enhancing brand value, creating even greater synergy together."
Nam Gideok, Area Vice President for Korea, Vietnam, and the Philippines at Marriott International, said, "This partnership with Shinsegae Duty Free is the first global duty-free partnership Marriott Bonvoy has signed in Korea, demonstrating the brand's direction to connect various aspects of daily life and travel beyond hotel stays." He continued, "Marriott Bonvoy will continue to expand member benefits so that we can share more frequent and meaningful moments with customers in their everyday lives."
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