• by Danielle Oster , April 3, 2025

Marriott snagged a sponsorship for arguably the most in-demand concert tour of the year.

Marriott Bonvoy -- Marriott International's travel platform and loyalty program -- will serve as the official hotel partner of Beyoncé's Cowboy Carter Tour this spring and summer. The tour, promoting Beyoncé's 2024 album, “Cowboy Carter,” begins April 28 and will span 32 shows, ending July 26.

“The Cowboy Carter Tour is more than a concert -- it's a cultural moment,” Marriott International Chief Customer Officer Peggy Roe said in a statement. "This partnership goes beyond providing a place to stay. We have designed fun ways for Marriott Bonvoy's Beyoncé fans to immerse in shared experiences with friends and loved ones, and to enjoy more of the Cowboy Carter Tour --– beyond the show."

The partnership includes exclusive packages and curated concert experiences for Marriott Bonvoy members, as well as the chance to win a free trip to performances in one of five cities. Through the Moments platform, fans have the chance to see the Cowboy Carter Tour in Los Angeles and London for one reward point, available through a series of timed drops. The brand is also offering curated auction packages through the platform, as well as fixed-price packages for two tickets and a Marriott Bonvoy Welcome Gift, available for shows in Chicago, New York, Paris, Houston, Washington, D.C., and Atlanta.

Marriott’s Cowboy Carter Tour sweepstakes will offer an exclusive experience through its Bring Your Beyhive Ultimate Friends Trip grand prize. The prize gives five winners a chance to bring five fans to select Cowboy Carter Tour performances in New York, London, Paris, Houston, or Atlanta. The sweepstakes kicked off April 2, and will run through June 9.

The brand celebrated the partnership, and hyped the sweepstakes, with a post on its Instagram page reading in part: “Grab your hoops, spurs, and boots, and gear up for the COWBOY CARTER TOUR. Check out all the #MarriottBonvoyMoments experiences and sweepstakes that’ll put you in the building with the queen herself.”

“Our focus on offering fantastic travel experiences for every trip purpose is key to ensuring that Marriott Bonvoy remains the industry’s leading travel platform,” Marriott International CEO Tony Capuano said on a recent earnings call with. “We added over 31 million new members to our loyalty program last year, growing to nearly 228 million members at year end.”