Travelers heading to the gridiron this season will have an inside track on where to eat and explore thanks to a new collaboration between Marriott International and the NFL. Through the Marriott Bonvoy rewards program, the hotel giant is launching 37 player-curated City Guides designed to help fans venture beyond the stadium walls. By leveraging the personal tastes of current and former league stars, these guides highlight hidden gems and local traditions across every domestic and international city hosting a game this year.
The initiative reflects a broader shift in how Marriott approaches guest loyalty, moving toward passion-based partnerships that connect travelers to their interests outside of just a place to sleep. According to Lucy Werner, senior vice president of global partnerships at Marriott, the goal is to integrate unique experiences into the entire traveler journey. This follows similar high-profile ventures with Formula 1, Visa, and the International Cricket Council, all aimed at keeping customers engaged with the brand even when they aren’t currently checked into a room.
Fans can get specific advice from legendary names like Jerry Rice in Mexico City or Cooper Kupp in Seattle, while future guides from figures such as Fred Warner in San Francisco are already slated for release. For those looking for more than just reading material, the Marriott Bonvoy Moments program will allow members to spend their points on full experience packages that bundle hotel stays with game tickets and activities inspired by the guides. A ten episode series featuring athletes in their hometowns will further supplement these offerings throughout the 2026 season.
Adding a bit of spectacle to the partnership, Marriott is also reviving its famous Super Bowl Sleepover Suite. One lucky winner will earn the chance to spend the night at SoFi Stadium in Inglewood, California, immediately preceding the big game. As Peggy Roe, executive vice president and chief customer officer at Marriott, noted, the project essentially allows football enthusiasts to see these iconic cities through the eyes of the players who play there.
