Marriott says Bonvoy as it rebrands loyalty program

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).

Marriott Bonvoy launches on February 13 when the logo and branding begins rolling out across all consumer touch-points, including on property, marketing and sales channels, digital, mobile and co-brand credit cards.

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

“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.”

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 and Marriott Bonvoy Ambassador Elite will replace Platinum Premier Elite with Ambassador.