Marriott Launches a New Loyalty Brand: Bonvoy

On November 30 2018, Marriott announced that it had experienced one of the largest security breaches in history. Hackers had stolen the personal information of approximately 500 million guests of its Starwood brand, dating back to 2014.
The brand has since taken several steps to rectify the situation (although the breached data has not yet appeared on the dark web and the offenders’ identity remains unknown.) Marriott has now set out to further correct the breach by launching a new loyalty program.
The company has unveiled Marriott Bonvoy, which will replace its existing loyalty brands: Marriott Rewards, The Ritz-Carlton Rewards, and Starwood Preferred Guest (SPG). Marriott Bonvoy is built on the belief that travel enriches us all and has the power to enrich the world.
Marriott Bonvoy launches on February 13. A new logo and branding will roll out across all consumer touchpoints, including on property, marketing and sales channels, digital, mobile, and co-brand credit cards. The roll out will be 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,” says 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 brings 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 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.
The launch of Marriott Bonvoy will introduce two new names for previous Elite status tiers: 1) Marriott Bonvoy Titanium Elite, which will replace Platinum Premier Elite for members who surpass 75 nights, and 2) Marriott Bonvoy Ambassador Elite, which will replace Platinum Premier Elite. This latter tier recognizes members who surpass 100 nights and more than $20,000 in spend annually. These members enjoy the highest level of personalization with a dedicated ambassador to help plan their travel and cater to their individual needs.
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, 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.

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