Marriott names new unified loyalty programme

Marriott Bonvoy replaces Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG).

Marriott International has unveiled Marriott Bonvoy, a new loyalty brand to unite Marriott Rewards, The Ritz-Carlton Rewards and SPG. While points and benefits were merged in August 2018, this new branding will be rolled out next month, including on property, marketing and sales channels, digital, mobile and co-brand credit cards.

Marriott Rewards Moments and SPG Moments will become Marriott Bonvoy Moments, which will feature approximately 120,000 experiences in 1,000 destinations that are available for purchase or by redeeming points. Examples of experiences include desert treks on camelback in Morocco, cruising to Vietnam’s floating villages, or cooking with celebrity chefs Daniel Boulud and Eric Ripert.

Marriott’s global chief commercial officer, Stephanie Linnartz, says Marriott Bonvoy represents more than loyalty rewards. “Marriott Bonvoy is a travel programme designed to bring to life our portfolio of brands in 129 countries and territories at the best room rates and member benefits, while also inspiring our 120 million members to keep traveling and pursuing their passions with our collection of Moments experiences,” she says.

Throughout 2019, the hotel group will bring Marriott Bonvoy to life with a series of experiential events for members that will leverage partnerships with the FIA Formula One World Champions, Mercedes-AMG Petronas Motorsport, Coachella Valley Music and Arts Festival, and The Hong Kong Sevens.

Members can now expect to earn 20 per cent more points for every dollar spent, and achieve Elite status faster across Marriott’s entire portfolio with new Elite tiers.

The launch of Marriott Bonvoy will introduce new status tiers:

  • 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 status tier recognises members who surpass 100 nights and more than USD20,000 in annual spend.

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

Main image: Shenzhen Marriott Hotel Golden Bay