Marriott announces new brand name for loyalty programme
Marriott International has unveiled Marriott Bonvoy, the new loyalty brand replacing the current loyalty brands – Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG).
A press released issued by the company on Thursday said the change reflects the benefits, single loyalty portfolio and experiences announced last year.
The company said Marriott Bonvoy launches on February 13 when the logo and branding begins rolling out across all consumer touchpoints, including property, marketing and sales channels, digital, mobile and co-brand credit cards bolstered by a multi-million-dollar global media campaign starting in late February.
“Marriott Bonvoy marks an evolution in travel because it represents more than a loyalty programme,” said Stephanie Linnartz, Global Chief Commercial Officer, Marriott International. “Marriott Bonvoy is a travel programme designed to bring to life our extraordinary portfolio of global brands in 129 countries and territories, while also providing endless inspiration for members to keep travelling and pursuing their passions.
“Represented by a simple, bold and modern logo, Marriott Bonvoy is welcoming and optimistic. Our 120 million members have access to the world’s leading hotel portfolio at the best room rates and member benefits, as well our collection of Moments experiences that bring exploration and discovery of the world to the forefront.”
Beginning on February 13, Marriott Rewards Moments and SPG Moments will become Marriott Bonvoy Moments, which together with Marriott Moments will feature approximately 120,000 experiences in 1,000 destinations available for purchase or by redeeming points.
In addition to accessing locally relevant sights and excursions, such as hiking into glacial Patagonia, desert treks on camelback in Morocco or cruising to Vietnam’s timeless floating villages, members can indulge in once a lifetime experiences like cooking alongside renowned chefs Daniel Boulud and Eric Ripert, or honing football skills in a master class with Hall of Fame wide receiver Jerry Rice.
The company said that throughout 2019, Marriott will bring Marriott Bonvoy to life with a series of experiential events for members taking advantage of the company’s marketing partnerships with iconic brands including the NCAA and the FIA Formula One World Champions, Mercedes-AMG Petronas Motorsport, as well as through sponsorships such as the Oscars®, Coachella Valley Music and Arts Festival, Dubai Jazz Festival, The Hong Kong Sevens and The PGA Tour World Golf Championships-Mexico Championship.
On August 18, 2018, Marriott launched one loyalty program with unified benefits under its three legacy loyalty brands – Marriott Rewards, The Ritz-Carlton Rewards and SPG. On February 13, the combined program completes its integration under one name, Marriott Bonvoy.
With Marriott Bonvoy, members will have access to Marriott’s portfolio of diverse brands including the largest collection of lifestyle and luxury properties.