Marriott confirms name of umbrella loyalty scheme
Marriott International has unveiled a new umbrella loyalty brand to replace Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest.
The hotel giant has decided to go with Marriott Bonvoy, a name that was leaked back in November and which received an overwhelmingly negative response.
In a poll of readers by loyalty expert The Points Guy, 92% of respondents said they didn’t like it.
But that didn’t deter Marriott, which has officially confirmed the new brand will be launched on February 13 backed by a multi-million-dollar global media campaign starting later in the month.
When asked where the name came from – and whether it was short for ‘Bon Voyage’ – a spokesman told TravelMole: "Marriott Bonvoy is built on belief that all travel is good travel that enriches the individual and connects the world. This drives everything we do – offering our members a global footprint of extraordinary hotel brands, experiences for every passion, and the richest rewards and benefits.
"The logo is simple, bold and modern communicating that Marriott Bonvoy is welcoming and optimistic and conveys a new day, new beginning and new world full of exciting possibilities.
"We had a number of objectives in developing the Marriott Bonvoy brand name. Because the brand represents our portfolio, it needed to speak to the goal of growing, innovating and expanding as a global portfolio and company, which is why we refer to Marriott Bonvoy as a travel program, such as our focus on experiences.
"Therefore, we sought a brand and logo to elevate the portfolio as modern, fresh and aspirational, but also attainable and accessible to all travellers given the breadth of the portfolio. Additionally, it had to reflect our forward-thinking vision to inspire travellers to join our program."
Throughout this year, Marriott will promote the new brand at high profile events, such as the FIA Formula One World Champions, Mercedes-AMG Petronas Motorsport, the Oscars, Dubai Jazz Festival and The Hong Kong Sevens.
For the most frequent guests, there are two new 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.
This top Elite status tier recognises members who stay more than 100 nights and spend more than $20,000 annually.
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 February 13.
The SPG and The Ritz-Carlton Rewards apps will be deactivated on that date.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Airlines suspend Madagascar services following unrest and army revolt
TAP Air Portugal to operate 29 flights due to strike on December 11
Qatar Airways offers flexible payment options for European travellers
Airbnb eyes a loyalty program but details remain under wraps
Air Mauritius reduces frequencies to Europe and Asia for the holiday season