Meet Marriott Bonvoy, The New Loyalty Program

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Marriott Bonvoy

Meet Marriott Bonvoy, The New Loyalty Program

Marriott announced yesterday its new loyalty program that will unify and replace the three current programs, Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG). It will be called… Marriott Bonvoy.

Marriott Bonvoy launches on February 13 when the logo and branding begins rolling out across all consumer touchpoints, including on property, marketing and sales channels, digital, mobile and co-brand credit cards. Also starting February 13, Marriott Rewards Moments and SPG Moments will become Marriott Bonvoy Moments, which together with Marriott Moments will feature approximately 120,000 experiences in 1,000 destinations available for purchase or by redeeming points.

The launch of Marriott Bonvoy will 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.

The current Marriott Rewards app will also automatically be updated to become the new Marriott Bonvoy app, while the existing SPG and The Ritz-Carlton Rewards apps will be deactivated on February 13.

Conclusion

A bit of a strange name, and two new tiers, also with non descriptive names. But I guess with time we’ll get use to them.


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