Marriott reveals new umbrella loyalty brand

Marriott International has unveiled a brand new loyalty brand to replace Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG).

Introducing Bonvoy!

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 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 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.

“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.

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.

Since Marriott introduced the unified loyalty benefits under Marriott Rewards, The Ritz-Carlton Rewards and SPG last August, members have been able to seamlessly 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 percent 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 recognises members who surpass 100 nights and more than USD$20,000 (approx. AUD$27,770) 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 app now 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 that date.