Marriott’s Loyalty Program Gets a New Brand Name

BETHESDA, MD—Marriott International today unveiled Marriott Bonvoy, the new loyalty brand replacing the current loyalty brands—Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG)—and reflecting the benefits, single-loyalty portfolio and experiences announced last year. Marriott Bonvoy launches on Feb. 13 when the logo and branding begins rolling out across all consumer touchpoints, including on property, marketing and sales channels, digital, mobile and co-brand credit cards bolstered by a multimillion-dollar global media campaign starting in late February.

“Marriott Bonvoy marks an evolution in travel because it represents more than a loyalty program,” said Stephanie Linnartz, global chief commercial officer for Marriott International. “Marriott Bonvoy is a travel program 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 traveling and pursuing their passions.”

Linnartz continued, “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 Feb. 13, Marriott Rewards Moments and SPG Moments will become Marriott Bonvoy Moments, which together with Marriott Moments will have 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-in-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.

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 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 World Golf Championship—Mexico Championship.

On Aug. 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 Feb. 13, the combined program completes its integration under one name, Marriott Bonvoy. With Marriott Bonvoy, members will have access to Marriott’s portfolio of brands.

Since Marriott introduced the unified loyalty benefits under Marriott Rewards, The Ritz-Carlton Rewards and SPG last August, members have been able to book stays and earn and redeem points across the entire portfolio and achieve Elite status faster with new Elite tiers. Members now earn on average 20% more points per dollar spent.

The launch of Marriott Bonvoy will introduce two new names for previous Elite status tier names:

  • Marriott Bonvoy Titanium Elite will replace Platinum Premier Elite for members who surpass 75 nights.
  • Marriott Bonvoy Ambassador Elite will replace Platinum Premier Elite with Ambassador.

This top Elite status tier recognizes members who surpass 100 nights and more than $20,000 in spend annually. These members enjoy the highest level of personalization with a dedicated ambassador to help plan their travel and cater to their needs one-on-one.

Marriott Bonvoy will usher in a new mobile experience. Members currently using either the SPG or The Ritz-Carlton Rewards apps are encouraged to download the current Marriott app now, which will automatically update to become the Marriott Bonvoy app on Feb. 13. The SPG and The Ritz-Carlton Rewards apps will be deactivated on that date.

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