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What’s the new name for Marriott’s loyalty program? Marriott Bonvoy

What’s the new name for Marriott’s loyalty program? Marriott Bonvoy

Thursday, January 17, 2019

BETHESDA — Marriott International says the new loyalty brand replacing its current loyalty brands – Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG) – will be called Marriott Bonvoy.

The new name is set to launch Feb. 13 when the logo and branding will begin rolling out across all consumer touch-points, including on property, marketing and sales channels, digital, mobile and co-brand credit cards. A multi-million-dollar global media campaign will start 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 travelling and pursuing their passions.”

The program comprises some 120 million members, she added.

Also starting on Feb. 13, Marriott Rewards Moments and SPG Moments will become Marriott Bonvoy Moments, which together with Marriott Moments will feature some 120,000 experiences in 1,000 destinations available for purchase or by redeeming points.

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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 SPG. That phase of the launch was announced in Canada in April 2018 at The Ritz-Carlton, Toronto with a VIP event headlined by Sarah McLachlan.

Now the combined program will complete its integration under the Marriott Bonvoy name on Feb. 13. Marriott says that since it introduced the unified loyalty benefits under Marriott Rewards, The Ritz-Carlton Rewards and SPG in August 2018, members have been able to 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% 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.
  • Marriott Bonvoy Ambassador Elite will replace Platinum Premier Elite with Ambassador. This top Elite status 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 needs one-on-one.
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Members using either the SPG or The Ritz-Carlton Rewards apps can 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. More details about Marriott Bonvoy are at MeetMarriottBonvoy.marriott.com.

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