Why Vietnam Is Becoming One Of Marriott’s Most Important Loyalty Markets In Asia

In a conversation with Vietcetera on the sidelines of the 2026 Loyalty Trends Report launch, John Toomey, Chief Commercial Officer, Asia Pacific at Marriott International, revealed several major developments from a co-branded Marriott Bonvoy credit card currently under discussion in Vietnam to how Vietnamese consumers are reshaping the company’s understanding of loyalty in hospitality.

For years, loyalty programs in hospitality were largely seen as an added perk for frequent travelers. But in Vietnam, Marriott is seeing something different: consumers are no longer interested only in collecting points or redeeming free nights. Increasingly, these experiences are becoming part of a broader lifestyle. And that is exactly why Vietnam is appearing more frequently in Marriott’s regional strategic conversations.

The 96% Number

The most striking statistic from Marriott's new Loyalty Trends Report is that 96% of Vietnamese travelers participate in at least one loyalty program, the highest engagement rate across all eight APEC markets surveyed. Toomey was quick to credit the broader ecosystem, noting that Vietnam's loyalty appetite cuts across airlines, retail, and dining. But that cultural fluency creates a uniquely fertile foundation for hotel programs.

"Vietnam has been on fire for us for about seven years," Toomey said. The growth has tracked closely with hotel expansion. A deal with Vinpearl brought seven properties into the Marriott system. A recent signing with Sun Group adds ten hotels in Phú Quốc.

The Credit Card Reveal

The sharpest exclusive of the conversation came when Toomey confirmed Marriott Bonvoy is in active negotiations for a co-branded credit card in Vietnam.

For context, the co-brand card has become the single highest-value lever in Marriott's loyalty playbook across Asia. The Mandiri Bank card in Indonesia, launched just three months ago, is already the fastest-growing Marriott co-brand card ever launched outside the United States, defying internal skeptics who had doubted Indonesia's credit card readiness. Toomey drew a direct parallel to Vietnam, describing Vietnamese consumers as "wicked smart and switched on," with a natural affinity for sign-up bonuses and point maximization.

"I think if we put the right offer in place in the credit card space, it's going to fly," he said. "I think it's got the potential."

He declined to name the bank partner, saying he did not want to let the cat out of the bag. But he expressed strong confidence that Vietnam's growing middle class, young demographic profile, and high digital literacy make it an ideal next market. The Indonesia case study, he suggested, will do much of the internal selling.

Why The Old Playbook Stopped Working

According to Toomey, Marriott’s regional strategies were traditionally developed in the United States before being adapted for Asia-Pacific. But that model is no longer effective.

Instead, Marriott is moving toward a far more localized approach, where individual markets play a direct role in shaping partnerships, experiences, and customer engagement strategies.

This matters because Marriott sees very different consumer behaviors across Asia. While travelers in Japan and South Korea tend to optimize rewards strategically, consumers in Vietnam and Indonesia are far more driven by experiences, exclusivity, and emotional connection.

When Loyalty Becomes Part Of Lifestyle

One example of Marriott’s localized approach in Vietnam is its “Bonvoy Moments” experiences. Recently, Marriott partnered with Vietcetera on a live podcast recording event where attendees could redeem Bonvoy points for access and post-show networking.

According to Toomey, these are exactly the kinds of experiences Marriott wants to scale further in Vietnam culturally relevant, accessible, and still capable of feeling exclusive. “It’s not just about extravagant dinners or experiences money can’t buy. It’s about creating moments people are genuinely curious about and excited to join,” he explained. That shift reflects how Marriott increasingly sees loyalty not simply as a retention tool, but as part of a broader lifestyle ecosystem.

Is Vietnam Becoming A Turning Point For Marriott?

Marriott Bonvoy currently has around 240 million members globally, adding another 40 to 50 million each year. Today, 76% of guests staying at Marriott properties are Bonvoy members.

Across Asia-Pacific alone, Marriott now operates around 750 hotels and expects that number to grow to 850–900 properties next year.

But within that broader growth story, Vietnam is beginning to stand out: a highly engaged loyalty audience, a rapidly expanding hotel network, and a young generation of travelers increasingly willing to spend on experiences.

For Marriott, Vietnam is no longer simply a high-growth tourism market. It is becoming a testing ground for how loyalty programs can evolve into part of lifestyle, culture, and consumer identity for a new generation of travelers.

And if Indonesia once surprised Marriott as one of the region’s breakout success stories, the company may now believe Vietnam is next.