Marriott wants to make its rewards program appealing to all 60 million of its members — not just the road warriors who have racked up piles of points.

The hotel company has been revamping offerings, adding three new benefits on Tuesday that include an "experiences marketplace" in which guests can access curated events, as well as an Elite Concierge Service and guaranteed late checkout for the most loyal members.

"Younger travelers felt that the program was irrelevant to them if it was all about saving up a lot of points."

The new benefits follow last week's implementation of "member rates": Marriott is joining other large hotel chains, including Hyatt and Hilton, in offering the lowest room rates to guests who book directly on the hotels' websites. That's a move meant to take back some of the business that booking sites like Expedia and Priceline have attracted.

Although these new benefits save the VIP treatment primarily for, well, the VIPs, the larger goal could also be seen as getting guests back from aggregated booking sites. And an appealing rewards program is one way Marriott hopes to do that.

"We're obsessed about [guest] surveys and the data we get from them," Thom Kozik, vice president of global loyalty at Marriott, told Mashable. "In listening to that kind of data, one of the things that jumped out at me is a lot of those younger travelers felt that the program was irrelevant to them if it was all about saving up a lot of points."

"Points are no longer the point," added Kozik. "For a program like this to really be effective, it needs to be [about] how we relate to travel overall in a guest's life."

Here's how the company is hoping the new benefits do that.

1. Offering experiences

While Marriott has long offered travel packages, the company is now trying out "unique, curated experiences" — like private cooking lessons with famous chefs or intimate concerts with musicians — in a new "experiences marketplace."

Members will be able to purchase experiences with points.

Marriott has already been presenting these experiences in the past year in a "dry run," Kozik says, with partnerships with the NBA and Universal Music Group.

People probably won't tell their friends about a Marriott hotel room — but they are more likely to share news of their great seats at a basketball game.

The Struts perform an intimate show presented by Marriott Rewards and UMG at the JW Marriott Austin Presidential Suite, on March 18, 2016 in Austin, Texas. Image: Rick Kern/Getty Images for Marriott

2. A dedicated concierge

A select group of Elite members will get access to "a new personal member concierge program," according to Marriott, that "will provide them with a dedicated concierge so that their travel experience is both seamless and tailored to their individual needs."

A team of concierges, based in Salt Lake City, will arrange things like personalized items waiting for guests in their rooms and upgrades for special occasions.

The concierges will communicate requests to a dedicated staff member at the appropriate Marriott property, making this a high touch service.

3. Guaranteed late checkout

Launching globally on May 16, Gold and Platinum Elite members of Marriott Rewards and The Ritz-Carlton Rewards will get guaranteed late checkout until 4 p.m., when making a reservation by phone, or checking in on the Marriott app or in person.

The battle to connect

The keyword across all of Marriott's updates is personalization. But Marriott — or the traditional hospitality industry — isn't the only company trying to achieve this.

The entire hospitality industry, from hotel chains to boutiques to short-term home rentals, is eager to engage with travelers (especially younger travelers) on a deeper level, rather than a one-time monetary transaction.

Marriott is looking at its membership base to convert occasional guests to loyal, connected customers.

"We have 60 million members this year, before we add in even a single member from Starwood," Kozik said. "A number of your friends, whether you know it or not, are already Marriott members ... I think you'll see us leveraging that in the future."

And about Starwood: Kozik said the two companies' loyalty teams are already looking at what combining the two rewards programs will look like, and that the goal will be taking the best of both programs.

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