Marriott Bonvoy has launched an innovative new campaign titled Loyal-Tea by Marriott Bonvoy, offering members across India, South Korea and Japan the chance to win one million loyalty points. Designed to bring the simplicity of its rewards programme to life, the campaign blends travel benefits with one of Asia’s most cherished cultural rituals, tea.
At the heart of the activation are 300 limited-edition Loyal-Tea blind boxes in each market. These boxes feature specially curated tea blends and collectible canisters, co-created with renowned tea brand Dilmah. Hidden within each batch is a Golden Tumbler. The lucky member who discovers it will win one million Marriott Bonvoy points, which can be redeemed for hotel stays, dining, and experiences across more than 10,000 properties worldwide.
To put the reward into perspective, one million points could translate into approximately two weeks at the luxurious JW Marriott Phu Quoc Emerald Bay Resort & Spa, over a month at The Westin Siray Bay Resort & Spa, or even two months at Moxy Kuala Lumpur Chinatown, depending on availability and season.
The campaign has already created excitement in India. During its launch at Phoenix Palladium in Mumbai, 34-year-old Nikunj Mehta became the first winner, walking away with the grand prize. A Marriott Bonvoy member since 2023, Mehta described the experience as surreal, adding that the win has opened up travel possibilities he had never imagined.
Following India, the campaign will expand to other markets. In South Korea, a high-energy pop-up event will take place at Hanam Starfield in Seoul from 28 to 31 May, where visitors can participate in games for a chance to win a blind box. In Japan, the campaign will run from 7 May to 7 June, allowing members to enter an online sweepstake or participate through select Marriott Bonvoy hotels, including properties in Tokyo, Osaka, Hiroshima and Yokohama.
A key highlight of the campaign is its trio of exclusive tea blends, each inspired by local flavours. India’s offering features a gourmet chai infused with tulsi and black cardamom. Japan’s blend combines Ceylon tea with sakura, raspberry and rose, while Korea’s variant brings together elderflower, yuzu and honey. These blends are available for purchase at selected properties, offering members a sensory extension of the campaign.
The Loyal-Tea initiative also reflects Marriott Bonvoy’s broader strategy to strengthen its presence in the Asia Pacific region. According to John Toomey, Chief Commercial Officer for Marriott International in Asia Pacific excluding China, the campaign builds on recent efforts to enhance member engagement through partnerships and exclusive experiences.
In India, the programme has already enabled members to access major events such as the ICC Men’s T20 World Cup, while partnerships with platforms like Swiggy and Flipkart allow users to earn points through everyday spending. Similar initiatives in Korea and Japan further expand earning opportunities through banking and retail collaborations.
With Loyal-Tea by Marriott Bonvoy, the brand reimagines loyalty as a seamless part of daily life. By combining cultural familiarity with aspirational rewards, the campaign aims to create meaningful connections with members while reinforcing the ease and value of staying loyal.
