Marriott Unveils New Unified Loyalty Brand

Marriott International recently unveiled Marriott Bonvoy, the new loyalty brand that is replacing the current loyalty brands, in order to create a single loyalty portfolio with enhanced benefits and experiences.

Marriott Bonvoy marks an evolution in travel because it represents more than a loyalty program,” said Stephanie Linnartz, global chief commercial officer of Marriott International, in press materials. “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.”

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 Starwood Preferred Guest (SPG). On Feb. 13, the combined program completes its integration under one name, Marriott Bonvoy, with the official launch of the program’s logo and branding across all consumer touch-points.

Since Marriott introduced the new unified loyalty benefits last August, members have been able to seamlessly book stays, as well as earn and redeem points across the entire portfolio and achieve Elite status faster with the new Elite tiers. Members now earn on average 20 percent more points per dollar spent.

The launch of Marriott Bonvoy will also 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, while Marriott Bonvoy Ambassador Elite will replace Platinum Premier Elite with Ambassador. The latter elite status recognizes members who surpass 100 nights and spend more than $20,000 annually.

Also beginning on Feb. 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 floating villages, members can also opt for unique 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.

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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