Marriott International Announces Its New Loyalty Brand
As previously announced in August, Marriott International is introducing a new, single brand name for the loyalty program. Uniting our existing award-winning loyalty programs – Marriott Rewards, The Ritz-Carlton Rewards, and Starwood Preferred Guest (SPG) – under the new brand name will launch on February 13. We are pleased to share that earlier today, the new program name, Marriott Bonvoy, was announced. Signaling a strategic shift, Marriott Bonvoy will represent more than a loyalty program; it will be a platform built on the idea “the world needs a little bit more of you” because travel not only enriches the individual but also the world around them. Changes include a new logo and branding across all consumer touch-points, including on property, marketing and sales channels, digital, mobile and co-brand credit cards.
At this time, there will be no programmatic changes to the benefits and amenities, including co-brand credit cards, members currently enjoy under Marriott Rewards, The Ritz-Carlton Rewards, and SPG. A few upcoming key milestones for Marriott Bonvoy include the new loyalty brand launch in February, introducing Category 8 in March, Cobalt Program Evolution which will welcome Arne Sorenson, Marriott International President & CEO, as program sponsor in April, and seasonal pricing – including peak and off-peak – to launch later in 2019. The loyalty program will pay for an initial supply of inventory as part of a “Starter Kit”; including front desk signage, welcome/enrollment brochures, promotional Elite key cards and packets, and upgrade sleeves/inserts. Going forward, properties will be responsible for ongoing replenishment of supplies following the launch of the new loyalty brand. However, Loyalty will continue to fund enrollment brochures and temporary membership cards (properties will pay for shipping and customs fees). Generally, the cost of new collateral/pieces are consistent with current costs. For more information regarding loyalty collateral, please view the FAQs on MGS.
We would like to thank you for your continued partnership in helping bring this loyalty brand to life. Marriott Bonvoy will connect members to more of what they love and allow them to experience more wherever they may go. It’s a new beginning for loyalty!
