Most people don't realize this, heck, most Marriott International hoteliers have barely heard about this, but there is a so called SECRET tier of Marriott Bonvoy called 'COBALT'!!Now obviously, it ain't much of a secret because the information is out there if one wants to find, but its strictly an Invitation only status, just like American Airlines 'Concierge Key', Delta Air Lines 'Delta 360' and United Airlines 'United Global services' which are all invite only!!The only other Invite program that I am aware of in the Hotel space is Hyatt Hotels Corporation 'Courtesy Card'.
Now, how does Cobalt status of Marriott Hotels work? Let's go back in History before bonvoy was created. It started as the vestige of the erstwhile Ritz Carlton Rewards of the The Ritz-Carlton Hotel Company, L.L.C. where there was an invite only Cobalt status. Also, Marriott rewards back then had a special status called 'Platinum Five Star' which you could get only at the behest of JW Marriott Jr a.k.a Bill Marriott himself. After the merger with Starwood Hotels & Resorts Worldwide, Inc., rumor has it they planned to have an official Cobalt status but chose to keep it a secret status, again, only issued by none other than Anthony Capuano himself.
The obvious question is, what does this Status entail? Meaning, what are the benefits? I saw some rubrics, and it seems, the person gets all the Ambassador benefits plus two core items.
- Complimentary access to Club lounge in Ritz
- Meet and greet with the General Manager
That's rather disappointing because as the World's Greatest Ambassador elite, I Ivin Oommen already get complimentary access to Club Lounges in Ritz on account of my incredible loyalty and I meet the GM of any property I stay unless I don't specifically want to. There was no GM at the time I was staying in The Ritz-Carlton Jakarta, Mega Kuningan, But I met the GM of Sheraton Hotels & Resorts Colombo, Courtyard by Marriott Colombo and Fairfield by Marriott Mumbai International Airport in 2024. Again, in true Marriott fashion, I feel they are shortchanging this cobalt status. I have made no secret of the fact over the years that even Ambassadors are getting the short end of the stick and there needs to be so much more done to elevate it. ( Wrote an entire article on how to improve Ambassador status)
The question I have is, how many Cobalt members are there? In all the articles I have read, no one seems to know anyone. But I have heard of a few checking in. It is indeed very rare and discreet. Would I like to become COBALT? Without a question!! Do I think it has the appropriate benefits? Hell No!!Haha. But I would still like to scale the mountain so to speak. Tony, there is no one loyal to Marriott more than myself, My Birthday is in less than a month, 29th April. Cobalt status would be a nice Birthday gift, wouldn't you say? Though technically, I already have all the Cobalt benefits, but it would be nice to officially have a status that is rare & invitation only
Sales Director @ Mews | MBA, Proptech, Hospitality
5moWhat a statement holding this book by Will Guidara in her hands while taking this picture! Love it! All the best, Silvia Kypriotis!