Marriott International is rebranding its loyalty program Marriott Bonvoy, a name that will encompass its Marriott Rewards, Starwood Preferred Guest (SPG) and Ritz-Carlton Rewards platforms.
Starting Feb. 13, the Marriott Bonvoy logo and branding will roll out across Marriott properties, marketing and sales channels, digital platforms, mobile and cobranded credit cards.
The Marriott Bonvoy logo.
The launch will be backed by a multimillion-dollar media campaign, as well as a series of experiential marketing events, which will highlight Marriott partnerships with sports organizations like the NFL, the NCAA and the Mercedes-Petronas FI racing team and event sponsorships with the Academy Awards, Coachella, the Dubai Jazz Festival, the Hong Kong Sevens rugby match and the World Golf Championship-Mexico Championship.
Under the rebrand, Marriott Rewards Moments and SPG Moments will become Marriott Bonvoy Moments, which promises to offer members around 120,000 experiences available for purchase or by redeeming points.
Two new Elite-status tier names will be introduced to the loyalty program: the Marriott Bonvoy Titanium Elite title will replace Platinum Premier Elite for members who surpass 75 nights, and the Marriott Bonvoy Ambassador Elite status will replace Platinum Premier Elite with Ambassador, which recognizes members who surpass 100 nights and spend more than $20,000 annually.
The Marriott app will also be revamped and will automatically update to become the Marriott Bonvoy app on Feb. 13. The SPG and The Ritz-Carlton Rewards apps will be deactivated.
The announcement follows Marriott's attempts to seamlessly merge its Marriott Rewards, SPG and Ritz-Carlton Rewards systems after its acquisition of Starwood Hotels and Resorts in September 2016. The three platforms were consolidated into a single program last August, but that move resulted in some backlash, with SPG loyalists, in particular, expressing dissatisfaction with the transition.