Marriott Bonvoy is partnering with Beyoncé to offer exclusive access to her upcoming Cowboy Carter Tour, launching a mix of sweepstakes, ticket packages, and on-site experiences tied to several stops on the global tour.
The collaboration was announced Tuesday, with New York, Paris, London, Houston, and Atlanta among the cities included in Marriott’s curated experiences. According to the company, members of the travel loyalty program will have access to sweepstakes entries, auction-based travel packages, and limited ticket drops via the Marriott Bonvoy Moments platform.
The flagship promotion is the “Bring Your Beyhive” Sweepstakes, which will send five winners and five friends each to select tour stops, including flights, six concert tickets, hotel accommodations, and a pre-show glam session. The sweepstakes opens April 2 at marriottbonvoy.com/cowboycartertour.
A separate offer—titled “1-Point Drops”—will allow Bonvoy members to redeem just one point for two tickets and a welcome gift for select shows in Los Angeles and London. Eleven 1-point drops will be released for those cities, with the first going live on April 7 for Beyoncé’s April 28 performance at SoFi Stadium in Los Angeles.
Additional fixed-price and auction-based packages will be made available through Marriott Bonvoy Moments, offering hotel stays, dinner, glam services, and concert tickets.
Select Marriott properties near tour stops will also host themed pre- and post-show events, including lobby activations with DJs and photo opportunities.
“This partnership goes beyond providing a place to stay,” said Peggy Roe, EVP and Chief Customer Officer at Marriott International, in a statement. “We’ve designed ways for Beyoncé fans to immerse in shared experiences with friends and loved ones.”
The Cowboy Carter Tour marks Beyoncé’s return to the road following her 2023 Renaissance world tour. The new tour supports her country-inspired album Cowboy Carter, released March 29.
