Marriott adds its 36th (?) hotel brand in deal with Sonder
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The hotel chains’ insatiable hunger to hoover up more brands continues: Hilton recently acquired of Graduate and Hyatt is reportedly circling The Standard.
Marriott has now announced a 20-year licensing agreement with Sonder, which operates 200 so-called “apartment-style accommodations in urban markets.” This will see Marriott add over 9,000 rooms to its inventory.
Looking at Sonder’s website it has a sizeable presence in London, where it manages 16 buildings. This includes the site that was My Hotel Chelsea near Chelsea Green.

The portfolio appears to be skewed towards multi-bedroom apartments. Sonder says they appeal to “key demographics, including younger travelers, these assets leverage a digital-first operating model and cater to longer stays.”
Rooms will be listed on the Marriott website as ‘Sonder by Marriott Bonvoy’. Marriott will receive a royalty fee based on a percentage of gross room revenues.
This deal is similar to Marriott’s recent agreement with MGM Resorts Las Vegas or IHG’s deal with Iberostar Beach Resorts. In effect, this is just a marketing and distribution agreement with Sonder retaining control of the brand, properties and management.
Sonder benefits from access to Marriott Bonvoy’s 200 million members, presumably at a cheaper rate than it costs to list on Booking.com and other aggregators. The downside is that Sonder will presumably be forced to stop selling rooms directly from its own website, which would incur no fees at present.
Marriott benefits from adding a significant number of rooms at the stroke of the pen and with minimal day to day involvement. Sonder’s apartment-style properties also give it reach into neighbourhoods with few or no traditional hotels.
The bigger question is how Sonder will sit in Marriott’s portfolio of brands, given it has just launched its own ‘Apartments by Marriott Bonvoy’. That said, with over 30 brands Marriott is clearly not averse (and in some cases encourages) competing/overlapping brands.
You’ll be able to earn and burn points on stays at 200 ‘Sonder by Marriott Bonvoy’ properties later this year, via the Sonder website, whilst full integration on Marriott.com and the app will come next year. We don’t know what elite perks will be offered or whether they will earn 5 or 10 points per $1.
The deal follows a period of serious financial difficulties for Sonder. Marriott is paying the company $15m as a signing fee to give it some breathing space and additional external fundraising has also been announced alongside the deal.
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How to earn Marriott Bonvoy points and status from UK credit cards (April 2025)
There are various ways of earning Marriott Bonvoy points from UK credit cards. Many cards also have generous sign-up bonuses.
The official Marriott Bonvoy American Express card comes with 20,000 points for signing up, 2 points for every £1 you spend and 15 elite night credits per year.
You can apply here.

Marriott Bonvoy American Express
20,000 points for signing up and 15 elite night credits each year Read our full review
You can also earn Marriott Bonvoy points by converting American Express Membership Rewards points at the rate of 2:3.
Do you know that holders of The Platinum Card from American Express receive FREE Marriott Bonvoy Gold status for as long as they hold the card? It also comes with Hilton Honors Gold, Radisson Rewards Premium and MeliaRewards Gold status.
We reviewed American Express Platinum in detail here and you can apply here.
SPECIAL OFFER: Until 27th May 2025, the sign-up bonus on American Express Platinum is increased from 50,000 Membership Rewards points to a huge 80,000 points. Points convert 1:1 into Avios (80,000 Avios!) and many other programmes. Some people may see even higher personalised offers. Click here to apply.

The Platinum Card from American Express
80,000 bonus points and great travel benefits – for a large fee Read our full review
You can also earn Marriott Bonvoy points indirectly:
- American Express Gold (20,000 bonus Amex points)
- American Express Rewards Credit Card (10,000 bonus Amex points)
and for small business owners:
- American Express Business Gold (20,000 bonus Amex points)
- American Express Business Platinum (50,000 bonus Amex points)
The conversion rate from American Express to Marriott Bonvoy points is 2:3.
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