Marriott International has renamed its loyalty programme Marriott Bonvoy after unifying its three loyalty brands Marriott Rewards, the Ritz-Carlton Rewards and Starwood Preferred Guest (SPG) last year.
From 13 February the logo and branding will begin rolling out across all consumer touch-points, including on property, marketing and sales channels, digital, mobile and co-brand credit cards, with a multimillion-dollar global media campaign starting in late February.
Stephanie Linnartz, global chief commercial officer, said Marriott Bonvoy “represents more than a loyalty programme”, describing it as a “travel programme.”
Marriott unified its legacy loyalty brands on 18 August 2018, with the rebrand marking the completing of the integration. Marriott Bonvoy has more than 120 million members globally with the group’s portfolio encompassing 30 global brands and 6,500 hotels in 127 countries.