The shift comes as competition intensifies among hotel chains, including IHG Hotels & Resorts, Hyatt and Indian operators to build larger ecosystems around travel, dining and entertainment. For instance, Marriott's competitor The Indian Hotels Company Ltd (IHCL), which runs Taj and Ginger hotels, has tied up with HSBC bank and others for added loyalty benefits, alongside Tata-owned erstwhile Vistara (now Air India) airline.