Dive Brief:
- Marriott Bonvoy will offer Beyoncé fans exclusive experiences, packages and chances to win concert tickets in tandem with the singer’s Cowboy Carter Tour, Marriott International announced Wednesday.
- As the tour’s official hotel partner, Marriott Bonvoy will offer a series of “1-Point Drops” through its Marriott Bonvoy Moments platform, providing members the opportunity to bid just one loyalty point on concert tickets in Los Angeles and London. The platform will also auction off specially curated packages that include tickets to the show, and offer loyalty members the chance to enter giveaways.
- Marriott Bonvoy conducted a similar loyalty play around Taylor Swift’s Eras Tour, which had a significant impact on room rates and RevPAR in the hotel markets it stopped in, according to STR. Beyoncé’s Cowboy Carter Tour is likewise projected to have a positive impact on hotels in the tour’s host cities.
Dive Insight:
Marriott Bonvoy’s Cowboy Carter Tour partnership includes everything from global sweepstakes to on-property programming.
Beginning April 7, there will be 11 1-Point Drops that allow fans the chance to snag Beyoncé tickets for one Marriott Bonvoy point.
The program is also hosting a global sweepstakes in which members can enter to win a grand prize package allowing winners to take five of their friends to select Beyoncé shows in New York, London, Paris and Atlanta inclusive of concert tickets, flights, hotel rooms and a glam squad to get ready before the show.
Another prize package awards winners with two tickets to the show and a Marriott Bonvoy welcome gift.
Additionally, Marriott Bonvoy Moments will auction off packages offering two-night hotel stays, dinner, a glam session and two concert tickets. The platform will also offer fixed-price packages with two tickets and a welcome gift for shows in Chicago, New York, Paris, Washington, D.C., Houston and Atlanta.
Select hotels in tour host cities will host Cowboy Carter-themed celebrations in their lobbies with photo ops, DJs, pre- and post-show parties and happy hours.
The Cowboy Carter Tour was already having a “major” impact on hotel demand across U.S. cities as of March, according to Lighthouse, which noted that pre-booking data including hotel searches were indicating strong interest in the tour, “and early pricing trends show that hotel rates are responding.”
Demand in Houston, for example, was up 33%, with rates 17% higher than the 2025 average, during Beyoncé’s stop in the city, Lighthouse found. Demand for rooms in Atlanta was up 66% year on year, with prices jumping 20% in the two weeks following the tour schedule’s announcement, per Lighthouse.
Marriott Bonvoy held a similar series of sweepstakes and packages surrounding Taylor Swift’s Eras Tour, which wrapped in December. Market occupancies were more than 96% on some nights of the tour, and average daily rates up 300% in others, STR found.
