Less than five months after merging its three loyalty programs – Marriott Rewards, Ritz-Carlton Rewards and Starwood Preferred Guest — Marriott International today unveiled Marriott Bonvoy, the new name of its all-encompassing loyalty brand.
Bonvoy, said Marriott, is built on the belief that "travel enriches us all and has the power to enrich the world" and will officially launch on Feb. 13 with a new logo and branding that will be rolled out across all consumer touch-points, including on-property, marketing and sales channels, digital, mobile and co-brand credit cards. It will also be bolstered by a multimillion-dollar global media campaign starting later in February.
"Marriott Bonvoy marks an evolution in travel because it represents more than a loyalty program," said Stephanie Linnartz, Marriott's global chief commercial officer, in a statement. "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."
According to Linnartz, Marriott's 120 million loyalty members will have access to the company's global hotel portfolio at the best room rates and member benefits, as well as its collection of Bonvoy Moments experiences, which features approximately 120,000 activities in 1,000 destinations available for purchase or by redeeming points. In addition to accessing locally relevant sights and excursions, such as hikes into glacial Patagonia, desert treks on camelback in Morocco or cruises to Vietnam's timeless floating villages, members can indulge in 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.
Throughout 2019, Marriott's Bonvoy campaign will include a series of experiential events for members taking advantage of the company's marketing partnerships with iconic brands such as the National College Athletic Association and the FIA Formula One World Championship – Mercedes AMG Petronas Motorsport, as well as through sponsorships such as the Oscars, the Coachella Valley Music and Arts Festival, the Dubai Jazz Festival, the Hong Kong Sevens and the PGA Tour World Golf Championships – Mexico Championship.
With Marriott Bonvoy, members will have access to the mega hotel chain's portfolio of 30 diverse brands including, Edition, JW Marriott, Moxy, St. Regis, W, Westin and the Luxury Collection. Since the August 2018 merger of its three former loyalty programs, Marriott said 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, and that members now earn on average 20 percent more points per dollar spent than previously.