Marriott unveils new Bonvoy loyalty scheme

Marriott International has unveiled Marriott Bonvoy, the new loyalty brand replacing the current loyalty brands – Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest. Bonvoy will launch on February 13th, when the logo and branding begin rolling out across all consumer touch-points, including on property, marketing and sales channels, digital, mobile and co-brand credit cards. The move will be bolstered by a multi-million-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.” Linnartz continued: “Represented by a simple, bold and modern logo, Marriott Bonvoy is welcoming and optimistic.