Marriott International has introduced its new loyalty brand: Marriott Bonvoy. Marriott, having unified the benefits of Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest last August, will integrate the three programs under this new brand on February 13.
When it launches next month, Marriott plans to immediately begin rolling out the logo and branding 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 follow in late February.
The hotel conglomerate recommends members using either the Starwood Preferred Guest or The Ritz-Carlton Rewards apps download the current Marriott app now. On February 13, the app will update to become the new Marriott Bonvoy app, while the other rewards apps will be deactivated.
The rebranding will change the names of two of the program’s Elite status tiers. For members surpassing 75 nights, Marriott Bonvoy Titanium Elite will replace Platinum Premier Elite. For those surpassing 100 nights and $20,000 spent annually, Marriott Bonvoy Ambassador Elite will replace Platinum Premier Elite with Ambassador.
Marriott Rewards Moments and SPG Moments will also become Marriott Bonvoy Moments with the rebranding. Together with Marriott Moments, the programs will feature around 120,000 experiences in 1,000 destinations available for purchase or by redeeming points.