Marriott Unveils Details Of Plan To Accept CLIA Travel Agent ID

Marriott’s Cynthia Perry at Cruise360 last week.

Cynthia Perry, Marriott International’s global director of travel industry sales, took the stage at CLIA’s Cruise360 to tell CLIA agents that as of June 1 they can begin making commissionable hotel bookings and get access to fam rates, after passing Marriott’s Hotel Excellence course.  

“There’s the perception that there are hotel companies that maybe don’t support travel agents,” Perry said. “I wouldn’t be standing here today if that was true. Travel agents are a very important sales channel for us…and all of them are very valuable to us.” 

Perry said that for the past five years Marriott and CLIA have worked to forge an agreement on accepting CLIA IDs, though technical requirements with Marriott’s travel agent commission systems had held up the process. The new agreement comes just months after travel agents accused Marriott of promoting more direct business by offering special rates to customers who don’t book through an agent. But ASTA subsequently praised Marriott for including agents in another direct campaign.  

“Our partnership with CLIA underscores Marriott’s commitment to supporting and working with current and future generations of travel professionals,” said Brian King, global officer for Marriott Signature brands and global sales. “We look forward to welcoming CLIA travel professionals and their clients to our more than 4,400 hotels worldwide.” 

About-face by Marriott
Marriott last week reversed its long-held policy and finally agreed to recognize Cruise Lines International Association (CLIA) travel agencies and travel agents who have a CLIA number and identification card. That means those agents can now get commission on Marriott hotel bookings and receive a variety of benefits from the hotel company and its 19 brands. 

The new partnership also provides CLIA travel agency and travel agent members access to Marriott’s Fam-Tastic familiarization rates so they can book their own stays at Marriott properties at lower rates. But agents with CLIA IDs still must complete Marriott’s Hotel Excellence training program and become Hotel Sales Specialists certified by Marriott in order to receive full commissions and get access to the fam rates. 

Marriott stopped accepting CLIA IDs more than a decade ago, saying it was too easy for non-travel professionals to get CLIA ID numbers and gain access to fam rates at its hotels. Marriott has long recognized travel agents with IATA or ARC numbers, though it continues not to accept agents with TRUE numerical identification codes. Starwood Hotels & Resorts, which Marriott is buying, already accepts the CLIA ID.