So, You Want to Become a Marriott STARS Agent? Let's Unlock VIP Travel!
Have you ever dreamt of offering your clients truly exclusive travel experiences, complete with lavish perks, personalized service, and a level of luxury that goes beyond the ordinary? If the answer is a resounding yes, then becoming a Marriott STARS agent might just be your next big career move! This isn't just about booking rooms; it's about curating unforgettable journeys at some of the world's most exquisite properties.
Ready to dive in and discover how you can elevate your travel advisory business to new heights? Let's get started!
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| How To Become A Marriott Stars Agent |
The Allure of Marriott STARS: What Exactly Is It?
Before we jump into the "how-to," let's understand why the Marriott STARS program is so coveted. Marriott STARS (and its counterpart, Luminous) is an invitation-only program for select luxury leisure travel agencies and their advisors. It's designed to provide discerning clients with unparalleled benefits at Marriott's most premium brands.
What kind of benefits are we talking about? Imagine your clients enjoying:
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Complimentary daily breakfast for two
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A generous $100 USD hotel credit per stay (at STARS properties)
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Priority for complimentary room upgrades (subject to availability)
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Early check-in and late check-out (subject to availability)
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A personalized welcome amenity and letter from hotel management
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VIP status throughout their stay
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Access to exclusive offers like third, fourth, or fifth night free promotions
These aren't just minor perks; they are significant value-adds that can transform a good stay into an extraordinary one, and they can't be booked directly by consumers. This means you, as a Marriott STARS agent, become the key to unlocking these coveted experiences for your clients.
Step 1: Laying the Foundation – Essential Requirements
First things first, to even be considered for the Marriott STARS program, your agency needs to meet some fundamental criteria. This isn't a quick sign-up process; it requires establishing yourself as a legitimate and active player in the travel industry.
1.1 Secure Your Accreditation: The Industry Stamp of Approval
You must be affiliated with a travel agency that possesses an active and valid accreditation with one of the following industry bodies:
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ARC (Airline Reporting Corporation)
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IATA (International Air Transport Association)
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IATAN (International Airlines Travel Agent Network)
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TIDS (Travel Industry Designator Service)
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CLIA (Cruise Lines International Association)
Without one of these, you won't be able to proceed. If your agency isn't currently accredited, IATA TIDS is often a no-cost option to consider.
1.2 Become a Marriott Bonvoy Member
This might seem obvious, but it's a critical step. As a travel advisor, you need to be a Marriott Bonvoy® member. This allows you to engage with Marriott's programs and potentially earn points on your own bookings (though commission is your primary goal here). If you're not already, sign up for Marriott Bonvoy immediately.
1.3 Create and Update Your MI Partner Privileges Profile
This is your gateway to Marriott's resources for travel professionals. You'll need to create or update your MI Partner Privileges profile. This secure single sign-on process ensures high standards of security and streamlines your access to various Marriott intermediary partner program websites.
QuickTip: Repetition reinforces learning.
Step 2: Mastering Marriott – The Hotel Excellence! Training
Once you have your foundational requirements in place, the next crucial step is to demonstrate your expertise in Marriott's vast portfolio. This is achieved through Marriott's acclaimed Hotel Excellence! (HE!) training program.
2.1 Enroll in Hotel Excellence!
Hotel Excellence! is an online, award-winning training program specifically designed for travel advisors. It helps you navigate the ever-changing hotel industry landscape and equips you to better assist your clients in choosing hotels that perfectly suit their needs and style.
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How to access it: The training is accessible via
hotelexcellence.marriott.comafter you've completed your MI Partner Privileges account.
2.2 Complete the Core Training Module
The HE! program features micro-learning modules. You'll need to successfully complete the Core training. This foundational module will familiarize you with Marriott's robust portfolio of brands, what makes each brand unique, and how to work more efficiently within their system.
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Expect to spend approximately two hours completing the Core HE! training. It's designed to be flexible, allowing you to learn at your own pace, stopping and restarting seamlessly.
2.3 Stay Current with Continuing Education
Marriott's portfolio and offerings are constantly evolving. To maintain your "qualified advisor" status and remain eligible for benefits like Fam-Tastic rates, you must also complete the latest Continuing Education training requirement annually.
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This annual recertification usually takes around 30 minutes.
2.4 Pass the Assessment
Upon successful completion of the Core and Continuing Education modules, there's usually an assessment. Once you pass, your status on the HE! dashboard will update to "Completed," and you'll receive a certificate.
Step 3: Becoming a Preferred Travel Agency (PTA)
While becoming a STARS agent is highly selective, becoming a Preferred Travel Agency (PTA) is a prerequisite and demonstrates your commitment to Marriott.
3.1 Agree to the PTA Commitment
As an agency owner or manager, you must electronically agree to the Preferred Travel Agency commitment. This signifies your agency's dedication to selling Marriott-branded hotels and engaging with the Hotel Excellence! program.
Tip: Reflect on what you just read.
3.2 Maintain at Least One Qualified Advisor per IATA/ARC/etc. Number
Your agency needs to have at least one qualified travel advisor (someone who has completed Hotel Excellence! Core and Continuing Education, and is a Marriott Bonvoy member with an updated MI Partner Privileges profile) for each IATA/ARC/IATAN/TIDS/CLIA number associated with your agency.
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Why this matters: Agencies that fulfill these criteria receive a 10% commission on all transient commissionable bookings, compared to the standard 8% for agencies that don't meet the PTA criteria.
Step 4: The Path to Invitation – Demonstrating Luxury Sales
Here's where it gets a bit more nuanced. The Marriott STARS program is invitation-only. This means there isn't a direct "apply here" button for the STARS program itself. Instead, Marriott identifies and invites agencies that consistently demonstrate a commitment to and success in selling their luxury and premium brands.
4.1 Focus on Luxury Bookings
To catch Marriott's eye for the STARS program, you'll want to focus your booking efforts on their top-tier luxury brands. These include:
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The Ritz-Carlton
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The Ritz-Carlton Reserve
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Bulgari Hotels & Resorts
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EDITION
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St. Regis
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The Luxury Collection
Consistently booking clients into these properties and demonstrating strong sales performance in this segment is key.
4.2 Build Relationships with Marriott Sales Representatives
Developing a strong relationship with your Marriott account executive (if you have one, or by reaching out to Marriott's travel agent support) can be beneficial. They often have insights into the program and may be able to guide you or advocate for your agency.
4.3 Show Consistency and Volume
Marriott looks for agencies that are not just making a few luxury bookings, but are consistently driving incremental business into their luxury and premium brands. While specific metrics aren't publicly disclosed, demonstrating a steady volume of high-value bookings will increase your chances.
Step 5: What Happens Next? The Invitation and Ongoing Partnership
If your agency is identified as a strong candidate for the Marriott STARS program, Marriott will extend an invitation.
5.1 Acceptance and Program Rules
Tip: Look for examples to make points easier to grasp.
Upon invitation, you'll need to review and accept the Program Rules and Participation Agreement for STARS. This outlines the specific obligations of both your agency and Marriott.
5.2 Dedicated Support and Resources
As a Marriott STARS agency, you gain access to a host of exclusive resources designed to support your luxury business:
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A dedicated account executive who can work with you on a business plan.
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An on-site "Guardian Angel" contact at each participating hotel to assist with VIP requests.
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Invitations to familiarization trips, private events, and exclusive opportunities.
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Designated rate codes to easily identify participating hotels.
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Access to an agency-exclusive website for hotel information, booking, and contacts.
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Quarterly reporting to measure mutual success.
Key Distinction: STARS vs. Luminous
It's important to understand the difference between Marriott STARS and Marriott Luminous:
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Marriott STARS: Generally reserved for Marriott's most premium and luxurious properties (Ritz-Carlton, St. Regis, EDITION, etc.), offering the most exclusive services and the $100 USD hotel credit.
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Marriott Luminous: Applies to a broader range of upper-upscale and luxury hotels (JW Marriott, Autograph Collection, W Hotels, Westin, etc.). While benefits are similar (complimentary breakfast, upgrades), the hotel credit amount may vary or not be offered at all.
Many agencies are part of both programs, allowing them to offer a wide range of luxury perks across Marriott's diverse portfolio.
Congratulations! You're on Your Way!
Becoming a Marriott STARS agent is a testament to your commitment to luxury travel and your ability to deliver exceptional experiences. It's a journey that requires dedication, continuous learning, and a focus on high-value bookings. But the rewards – for both you and your clients – are truly stellar.
Frequently Asked Questions (FAQs)
Here are 10 common questions about becoming a Marriott STARS agent, with quick answers:
How to become accredited as a travel agency?
To become accredited, you need to apply to an industry body like ARC, IATA, IATAN, TIDS, or CLIA, providing necessary documentation and meeting their specific criteria.
How to enroll in Marriott Bonvoy as a travel agent?
You can enroll in Marriott Bonvoy directly on the Marriott website, just like any other member. Ensure your travel agent credentials are linked to your MI Partner Privileges profile.
Tip: Reading twice doubles clarity.
How to access Marriott's Hotel Excellence! training?
Access Hotel Excellence! training by logging into your MI Partner Privileges account at hotelexcellence.marriott.com.
How to become a Preferred Travel Agency (PTA) with Marriott?
An agency owner/manager must electronically agree to the PTA commitment and have at least one qualified advisor (who has completed Hotel Excellence! Core and Continuing Education) for each agency accreditation number.
How to qualify for the Marriott STARS program?
The Marriott STARS program is invitation-only. Qualification is typically based on consistently high sales volume and bookings within Marriott's luxury and premium brands.
How to find out which hotels participate in Marriott STARS?
Participating hotels for Marriott STARS include brands like The Ritz-Carlton, St. Regis, EDITION, The Luxury Collection, and Bulgari Hotels & Resorts. A full list can often be found through your Marriott travel agent portal or by asking a Marriott representative.
How to differentiate between Marriott STARS and Marriott Luminous?
Marriott STARS is for the most exclusive luxury brands with a guaranteed $100 hotel credit, while Luminous covers a broader range of luxury and upper-upscale brands, with variable or no hotel credit, but similar other perks.
How to earn commission as a Marriott travel agent?
Marriott pays commissions to accredited travel agencies for consumed transient bookings at commissionable rates. Preferred Travel Agencies receive 10%, while Standard Agencies receive 8%.
How to contact Marriott for travel agent support?
You can find contact information for Marriott's travel agent support, including their commission portal and general inquiries, on the "Marriott's Travel Agents" website under the "Contact Us" section.
How to leverage Marriott STARS benefits for clients?
Educate your clients on the exclusive perks like complimentary breakfast, room upgrades, and hotel credits, highlighting the significant value and personalized VIP experience they receive when booking through you.
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