It’s been nearly a year since Latin America super app Rappi kicked off its partnership with Marriott in Mexico, enabling loyalty members of both brands to link their accounts to earn and burn points for purchases through either brand.

The integration has since extended to Rappi users in Colombia, Chile, Peru, Brazil, Argentina and Uruguay, and Rappi global head of travel, Guido Becher, said they are learning quite a bit about user behavior and fine-tuning their messaging to personalize the offering.

“We thought at the beginning … we had a clear audience of the Bonvoy members and the Rappi Pro users, but we identified very interesting cohorts within. The younger generations are more into points and more price sensitive, and the older generation or those with other interests, the perks and other benefits were more important to them.”

As the company continues to develop its work with Marriott, it is also developing loyalty partnerships with airlines such as LATAM and banks in the region, to bring those users into its travel vertical and also to generate business across Rappi’s other products and services.

In the discussion in the PhocusWire studio at Phocuswright Europe, Becher also discussed the company’s growth plans, how it vast repository of customer data – many that use the app multiple times each week – is helping it provide inspiration and personalization, and why Latin America is similar to Asia when it comes to customer behavior. 

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