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), reflecting the benefits in a single loyalty portfolio.
Marriott Bonvoy launches on February 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, 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 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 in Morocco or cruising to Vietnam’s timeless floating villages, members can indulge in 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 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.
The launch of Marriott Bonvoy will introduce two new names for previous Elite status tier:
- 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 recognises members who surpass 100 nights and more than $20,000 in spend annually. These members enjoy the highest level of personalisation 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 using either the SPG or The Ritz-Carlton Rewards apps are encouraged to download the current Marriott application which will automatically update to become the Marriott Bonvoy app on February 13. The SPG and The Ritz-Carlton Rewards apps will be deactivated on the date.