Numerous loyalty programs feature invitation-only elite levels, such as American Airlines Concierge Key, Delta 360, United Global Services, and Hyatt Courtesy Card. These airline tiers are generally well-known. What many may not be aware of is that Marriott has an invitation-only elite level as well, which might just be the most exclusive of all, as it seems quite rare for anyone to achieve it.
## Marriott Bonvoy’s five listed elite tiers
Marriott Bonvoy is the largest hotel loyalty program worldwide, boasting five listed elite tiers:
– Member
– Silver Elite
– Gold Elite
– Platinum Elite
– Titanium Elite
– Ambassador Elite
Elite members of Marriott Bonvoy may receive upgrades for their rooms.
## Who qualifies for Marriott Cobalt status?
Marriott Cobalt Elite status is accessible solely through Marriott’s CEO. It’s said that Marriott employees can nominate individuals, but these nominations must receive the CEO’s approval.
Given the limited number of Cobalt members reportedly in existence, nominations likely are highly selective, meaning it’s not simply about having a connection at the front desk or regularly staying at a single location. Moreover, this status isn’t typically awarded to hotel owners, nor does it appear to be routinely granted to high spenders (perhaps it applies if one is spending a six-figure sum annually with Marriott, but not otherwise).
Historically, the Cobalt Elite program was part of the Ritz-Carlton Rewards program, and it was similarly exclusive back then. It wasn’t until 2019 that Marriott properties were officially informed about Cobalt Elite status, as at that time Marriott formalized the program’s benefits.
## What perks do Marriott Cobalt members enjoy?
Considering how exclusive Cobalt Elite status is, the perks are somewhat underwhelming on paper. Cobalt Elite members attain Ambassador Elite status, in addition to brand-specific benefits that differ.
For select and extended stay brands, Cobalt members receive upgrades to the best available rooms (including suites), along with a welcoming note from the general manager.
In premium brands, Cobalt members are provided with a personalized amenity.
For luxury brands, Cobalt members enjoy a unique experience on-property for themselves and a guest. The specifics of the “distinctive experience” vary by brand and may include:
– At Ritz-Carltons, complimentary access to the club lounge and a reception by management, along with a personal invitation from the general manager to a “scenography defining moment of the day”
– At JW Marriott, a personal invitation to meet with the general manager at a food & beverage venue
– At EDITION, a VIP table assignment in a restaurant or bar
– At St. Regis, a personal invitation to partake in a ritual moment
As evident, the benefits don’t appear particularly enticing on paper. However, it’s likely that for the clientele holding this status, a few additional bonus points hold little value. Instead, the most appealing aspect of this status is probably how the hotel will make an effort to accommodate and ensure a pleasant stay for the member.
It seems most individuals don’t have an interest in interacting with a general manager, but the idea is that by providing easy access to management, members can get concerns resolved more swiftly. I would assume that any concerns raised by Cobalt Elite members are given priority for resolution (to the extent that individual Marriott properties can actually address them).
## How many Marriott Cobalt members exist?
I don’t possess specific information on this, but I wanted to pose the question. Invitation-only elite members aren’t particularly uncommon in airlines. Regarding hotels, I know a few who have the Hyatt Courtesy Card, but not many. Strangely, in Marriott’s case, I don’t recall ever hearing of a Cobalt member. We are aware that the program is in place, yet the number of members remains unknown.
So, I’m curious to know, do any OMAAT readers hold Cobalt membership? Can any Marriott front office associates anonymously share if they’ve encountered a Cobalt member at their property? Is the program technically operational but perhaps has very few members?
## Conclusion
Marriott possesses a concealed, invitation-only elite tier known as Cobalt Elite status. This status is obtainable solely through Marriott’s CEO, and membership appears to be highly restricted.
Given the supposed exclusivity of this status, it’s surprising that there aren’t more highlighted benefits. For instance, at Marriott’s premier brands (where it would be expected that the majority of these high-end guests are located), members essentially receive Ambassador Elite status along with an experience, and that’s the extent of it.
Access to the Ritz-Carlton lounge is a nice perk (as it’s not included with status otherwise), but apart from that,