Marriott International has refreshed its Good Travel with Marriott Bonvoy programme across Asia Pacific (excluding China), rolling out nearly 100 curated experiences across close to 80 hotels in 12 markets.
Built around two pillars – Community and Environment – the initiative aims to tap into rising traveller demand for purpose-driven, locally rooted experiences, moving beyond passive sightseeing toward hands-on cultural, conservation and social impact activities.
Examples range from coral restoration in the Maldives and Haenyeo cultural immersion in Jeju, to zero-waste cooking in Singapore, mangrove planting in Fiji, and Warli art workshops in India – all designed to connect guests more deeply with local communities while contributing tangible environmental or social value.
For Marriott, the programme signals a broader strategic shift: positioning sustainability and community engagement not just as ESG commitments, but as core experiential product within its loyalty ecosystem.
The move also reflects a wider industry trend across Asia Pacific, where travellers are increasingly seeking meaning, authenticity and participation – not just accommodation – from hotel brands.
Some of the more unusual examples include Nipa Palm Planting & Buffalo Bathing with JW Marriott Khao Lak Resort & Spa and Make a zero-waste mixed fruit jam with JW Marriott Singapore South Beach as well as Live as a Balinese with Sthala, a Tribute Portfolio Hotel, Ubud Bali.
“The enhanced Good Travel with Marriott Bonvoy programme reinforces our commitment to delivering meaningful experiences for guests when they stay with us. Today’s travellers want to travel with intention. They are looking to go deeper and truly understand the unique character of the destinations they visit. Good Travel with Marriott Bonvoy™ also underscores our commitment to connecting people through the power of travel and serving our world, supporting local communities and environments,” said John Toomey, Chief Commercial Officer, Marriott International, APEC.
Marriott International’s Asia Pacific region (excluding China) also posted its third consecutive year of record-breaking growth in 2025, signing 187 organic deals representing more than 28,000 rooms, a 32% year-on-year increase. The region ended the year with over 400 hotels and more than 86,000 rooms in its development pipeline, reflecting sustained intra-regional and international travel demand, as well as strong owner confidence. Conversions accounted for 35% of total signings, while multi-unit agreements made up nearly 30%, underscoring appetite for faster market entry and portfolio scale across brands. India, Thailand, Vietnam, Malaysia and Japan led growth, with India alone recording a record 99 deals representing more than 12,000 rooms. A notable milestone was the launch of Series by Marriott in India through a founding multi-unit agreement that converted 26 hotels (approximately 1,900 rooms) in a single day. By year-end, the brand had 37 open properties totaling about 2,600 rooms across 23 Indian cities, operating as Fern Hotels & Resorts, Series by Marriott.
Across segments, luxury accounted for approximately 19% of 2025 organic room signings, with JW Marriott, The Ritz-Carlton and The Luxury Collection leading activity. Key signings included JW Marriott Hotel Johor Bahru (expected 2027), Pottuvil, a Ritz-Carlton Reserve in Sri Lanka (2032), The Ritz-Carlton, Fiji, Namuka Bay (2032), and Fraser’s House, a Luxury Collection Hotel in Singapore, which opened in January 2026.
Marriott also expanded in midscale and lifestyle segments, including momentum for Four Points Flex by Sheraton. Operationally, the company opened 109 properties in 2025 and surpassed 700 open properties in APEC with the debut of Legacy Mekong, Can Tho, Autograph Collection in Vietnam. By year-end, Marriott had more than 730 open properties across 22 countries and 27 brands in the region. Notable openings included The Laurus, a Luxury Collection Resort in Singapore; The Halcyon Private Isles Maldives, Autograph Collection; The Farm at San Benito, Autograph Collection in the Philippines; and Moxy Kathmandu in Nepal, highlighting expansion into both established hubs and emerging destinations.
