Marriott's new loyalty program, replacing the
current loyalty brands – Marriott Rewards, The Ritz-Carlton
Rewards and Starwood Preferred Guest (SPG), will be called
Marriott Bonvoy, which we can only assume is a
mix of the two French words 'bon voyage' meaning have a nice
trip, launches on 13 February 2019 when the logo and branding will
begin to roll out across all consumer touchpoints, including on
property, marketing and sales channels, digital, mobile and
co-brand credit cards, bolstered by a multimillion-dollar global
media campaign starting in late February.
“Marriott Bonvoy marks an evolution in travel
because it represents more than a loyalty program,” said Stephanie
Linnartz, Global Chief Commercial Officer, Marriott International.
“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.”
Beginning on 13 February 2019, 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
On 18 August 2018, Marriott launched one
loyalty program with unified benefits under its three legacy
loyalty brands - Marriott Rewards, The Ritz-Carlton Rewards and
SPG. On 13 February 2019 the combined program completes its
integration under one name, Marriott Bonvoy.
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.
Members using either the SPG or The Ritz-Carlton
Rewards apps are encouraged to download the current Marriott app
which will automatically update to become the Marriott Bonvoy
app on 13 February 2019. The SPG and The Ritz-Carlton Rewards apps will
be deactivated on that date.