Marriott Bonvoy has partnered with author Ma Boyong to create destination guides that encourage travellers to engage with local history and culture beyond traditional sightseeing.
Marriott Bonvoy has introduced a new series of destination discovery experiences across six Chinese cities through a collaboration with acclaimed author Ma Boyong. Covering Beijing, Xi’an, Hangzhou, Chengdu, Nanjing, and Guangzhou, the initiative combines curated travel guides, cultural storytelling, and member experiences designed to encourage visitors to explore places through local history, neighbourhoods, and everyday traditions. The programme reflects a growing shift in tourism, where travellers increasingly seek meaningful connections with destinations rather than simply visiting well-known landmarks.
The rise of experience-driven travel has reshaped expectations across the hospitality industry. Visitors are increasingly looking for opportunities to understand a destination’s cultural identity through its food, architecture, literature, and communities, often placing greater value on authentic local experiences than on conventional sightseeing itineraries. Hotels, once viewed primarily as places to stay, are increasingly positioning themselves as gateways to regional culture by connecting guests with local stories and lesser-known attractions.
Marriott Bonvoy’s new “Destination Discovery Guides” are built around that idea. Available through the programme’s official WeChat platform, the guides combine recommendations for attractions near participating hotels with insights into the history and character of each city. The collaboration extends beyond written content through a series of Marriott Bonvoy Moments events, where members can redeem points for access to Ma Boyong’s book launches, meet-and-greet sessions, and hotel stays. Later in the year, participating hotels will also provide access to the author’s latest audiobook through the Marriott Bonvoy China app and on-site QR codes, allowing travellers to continue engaging with local storytelling throughout their journeys.
The initiative also illustrates how travel loyalty programmes are evolving beyond accommodation rewards. Companies are increasingly incorporating cultural experiences, exclusive events, and educational content into membership offerings, recognising that memorable travel often depends as much on personal discovery as on comfort or convenience. Literature, in particular, offers a distinctive way of interpreting a destination by connecting visitors with stories that reveal how cities have developed over time.
Marriott Bonvoy’s latest collaboration demonstrates how hospitality brands are expanding their role within the travel experience. By combining accommodation with cultural interpretation and local storytelling, the programme encourages travellers to approach familiar destinations with greater curiosity and context. As experiential tourism continues to grow, partnerships that connect travel with literature, history, and everyday life are likely to become an increasingly important part of how destinations are explored.
