Marriott creates waves with launch of new loyalty program
From mid February, Marriott’s new customer loyalty scheme named Bonvoy will begin replacing all existing programs
Marriott has released its new loyalty scheme Bonvoy, which will replace its existing loyalty programs. Bonvoy will offer members more benefits, and be accompanied with a brand new identity, logo and marketing campaign. We find out more.
Marriott is upping its loyalty game with a new program launched recently called Bonvoy.
The upgraded membership program will replace Marriott’s current loyalty scheme, which include Marriott Rewards, Ritz-Carlton Rewards and Starwood Preferred Guest.
The program is being touted as an evolution in travel rather than just a mere upgrade, as it endeavours to unite all of Marriott’s services, brands, properties and values under one roof.
The rollout of the new loyalty scheme will being on Feb 13 this year, when Marriott Rewards Moments and SPG Moments will make the transition to Marriott Bonvoy Moments. Further consolidations will take places following the initial rollout.
New look, new loyalty
Beyond amalgamating all of Marriott’s rewards schemes and giving them a new name, Bonvoy will also encompass a whole new identity for Marriott’s loyalty program.
A fresh, bold logo will usher in a new era of Marriott membership, and a new mobile experience will accompany it, with members being able to use the new Bonvoy app from Feb 13, which will replace the SPG or Ritz-Carlton Rewards apps.
Stephanie Linnartz, global chief commercial officer, Marriott International, said, “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.”
“Marriott Bonvoy is welcoming and optimistic. Our 120 million members have access to the world’s leading hotel portfolio at the best room rates and member benefits, as well our collection of Moments experiences that bring exploration and discovery of the world to the forefront,” she added.
Bonvoy will have an effect on almost all aspects of the Marriott experience, from properties to interactive guest stations, digital channels and credit cards.
Check out this video by Marriott introducing the new loyalty program.
Let’s take a look at a few other projects currently underway by Marriott:
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