Marriott International just announced the new loyalty brand that will replace its current loyalty brands.
Marriott Bonvoy will replace Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest. The new program is scheduled to launch Feb. 13, with the rollout of a logo and supplementary branding materials.
“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,” said Stephanie Linnartz, global COO, Marriott International.
The new loyalty brand will encompass 120 million members worldwide. Once the branding rollout begins, Marriott Rewards Moments and SPG Moments will become Marriott Bonvoy Moments. These moments represent 120,000 experiences that can be purchased or redeemed with rewards points.
This year marks a year of experimentation for the program with experimental events with powerful brands including NCAA and Formula One.
The launch of Marriott Bonvoy will introduce two new names for previous elite tiers. Marriott Bonvoy Titanium Elite will replace Platinum Premier Elite for members who surpass 75 nights and Marriott Bonvoy Ambassador Elite will replace Platinum Premier Elite with Ambassador for members who surpass 100 nights and more than $20,000 in spend annually.
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