Marriott Rewards, Marriott International’s award-winning loyalty program, is launching “MAX!”, a new and exclusive kids program which aims to enrich the travel experiences of children through holistic activities that inspire and nurture. The program will be available to Members staying at participating Marriott International properties throughout the Asia-Pacific region starting from the 21st of this month.

Created for children ages five to 12 years old, MAX! is founded on four activity pillars: Be Active offers action-packed sessions, ranging from pool activities to dance lessons; Stay Curious encourages intellectual curiosity with activities such as cooking and arts-and-crafts; Go Explore will appeal to children’s sense of adventure; while Just Relax offers more tranquil pursuits.

The four pillars are consistent throughout all offering properties; however, the specific activities will be curated by each property, making the experience authentic to the location and culture.

“By introducing MAX!, Marriott Rewards aims to exceed the high expectations parents have when they choose a hotel for their family vacation,” said Anka Twum-Baah, Vice President, Customer Loyalty & Content, Asia Pacific at Marriott International. “Providing children with enriching experiences has a positive effect on their lives. We are launching MAX! with the aim of inspiring children to enjoy a range of memorable experiences that they can share with their family and friends.”

Marriott Rewards created MAX! in response to the changing nature of family travel in Asia for its most loyal guests, including the rise of multigenerational travel and parents’ desires to provide their children with learning experiences even when on vacation. Based on input from its current Members, Marriott Rewards developed this unique program that caters to these evolving demands and offers activities that are both educational and fun, nourishing children’s innate desire to learn and stay active.

The MAX! by Marriott Rewards launch event was held today to offer a preview of the holistic program’s activities. The event was held at the JW Marriott Hotel Mumbai Juhu in India, a property overlooking the sparkling Arabian Sea, which is a favorite among Bollywood celebrities, business travelers, and vacationing families. More than 100 kids, whose parents are Marriott Rewards Elite Members, sampled MAX! at this exclusive event and gave it a resounding thumbs up.

In Asia Pacific, the rise of the middle class is changing consumers’ behavior and increasing their desire to travel especially in India, which was chosen for the launch. The MAX! program roll-out will begin at resorts of all brands and JW Marriott Hotels in Asia Pacific and continue to all other hotels in the Marriott International portfolio with the exception of The Ritz-Carlton and Bvlgari brands.