``The programmes hope to attract guests to Goa, with the Marriott brand assuring high quality standards. The fact that guests earn and redeem points under the rewards programme would encourage a visit every time they utilise facilities extended by the hotel,'' said The Goa Marriott Resort's director (marketing) JS Anand.

To create awareness about its first property at Goa, Mariott plans to send over 10,000 mailers to top corporates, travel agents and tour operators in early October. Marriott Rewards, which is a multi-brand frequent-stay programme, allows members (read:guests) to rack up points during each stay at any of the 10 participating hotel brands from the Marriott stable -- 1800 hotels worldwide-which can be exchanged for free travel and stay awards.

While rewarding customer loyalty is not an uncommon practice, Marriott hopes to make its programme the preferred one. According to Marriott, what makes its rewards programme distinct from the others is the flexibility of earning points. Unlike other reward programmes, where a customer is entitled to only a fixed number of points on a particular stay, Marriott guests can earn an unrestricted number of points depending upon the amount of dollars spent by them, said Anand.

For Indian customers, the points accrue for every rupee spent, depending upon the conversion rate on the day of billing. The guests earn these points on not only the dollars or rupees spent on rooms but also on other hotel services, or by using the services of some of Marriott's strategic partners, which include British Airways, United Airlines,American Express, Diners Club and Hertz car rental. There is a flexibility of redemption too. The points earned can not only be redeemed for accommodation and services within a Marriott hotel, but also for the services a strategic partners, or a stay at non-Marriott hotels such as the New Otani Hotels in Japan and Select Concorde Hotels in Spain.

The second sub-brand, Club Marquis-a recognition club of frequent members-offers an enhanced level of services and privileges. Some of the services include guaranteed room availability 48 hours prior to arrival, complimentary breakfast and direct billing. The programme is available at Marriott Hotels, Resorts and Suites and Renaissance Hotels and Resorts.