Friday, May 24, 2024

Marriott unveils Bonvoy brand for combined Marriott Rewards, SPG, Ritz-Carlton Rewards loyalty programs

As promised by Marriott International in August when they integrated their points systems across Marriott Rewards, Starwood Preferred Guest, and Ritz-Carlton Rewards loyalty programs, new branding was en route whether members liked it or not.

The hotel chain unveiled the future look and vision for the combined offering—named Marriott Bonvoy. It launches Feb. 13, when the former brands will be discontinued.

Marriott says Bonvoy means good travel—a vision competitors like Hyatt have similarly adopted. It is an attempt to appeal to a more millennial crowd through experiences.

“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 bring exploration and discovery of the world to the forefront.”

Marriott International

While this first phase is a complete facelift on the look and feel of the new combined program, the hotel chain says members can expect to see new ‘innovations’ in the near future.

What you need to know

  • You will need the Marriott Rewards app, if you don’t have it already. On Feb. 13, the company will deactivate the SPG and Ritz-Carlton apps and update Marriott Rewards.
  • Marriott Rewards Moments and SPG Moments will become Marriott Bonvoy Moments. The company says this will house approximately 120,000 experiences in 1,000 destinations.

If you’re an Elite member, Marriott is rebranding their top tiers

  • Bonvoy Titanium Elite will replace Platinum Premier Elite. This is for members who stay over 75 nights.
  • Bonvoy Ambassador Elite will replace Platinum Premier Elite with Ambassador (minimum 100 nights).
A table of the new Titanium Elite, Ambassador Elite tiers (Marriott International)

Marriott announced last year the introduction of Category 8 pricing in addition to shifts in hotel categorizations, with some hotels seeing significant increases in point redemptions, while others will see decreases. Peak and off-peak pricing will also be implemented.

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The company says the refresh will touch all aspects of the brand, down to the Marriott and SPG co-branded credit card portfolios with Chase and American Express, respectively, with specific transition details being unveiled at a later date.

What do you think of the new branding? Simple? Elegant? Fresh? Let us know in the comments below!

Source: Marriott Bonvoy

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Winston Sih
Winston Sih
Winston is currently a freelance technology and travel broadcast journalist, consultant, and is the creator and founder of Master Travellr—Canada’s destination for travel news, guides, and budget recommendations.



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