Marriott Unveils New Loyalty Program

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 (SPG).

The new Marriott loyalty brand is built on the belief that travel enriches us all and has the power to enrich the world. From February 13, 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 redeeming points. In addition to accessing locally relevant sights and excursions, members can indulge in once in a lifetime experiences like cooking alongside renowned chefs Daniel Boulud and Eric Ripert, or honing football skills in a master class with Hall of Fame wide receiver Jerry Rice.

Throughout 2019, Marriott will introduce a series of experiential events for members taking advantage of the company’s marketing partnerships with iconic brands including the NCAA and the FIA Formula One World Champions, Mercedes-AMG Petronas Motorsport, as well as through sponsorships such as the Oscars, Coachella Valley Music and Arts Festival, Dubai Jazz Festival, The Hong Kong Sevens and The PGA Tour World Golf Championships-Mexico Championship.

The launch of the new loyalty brand 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, and 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 US$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.

The brand will usher in a new mobile experience. Members using either the SPG or The Ritz-Carlton Rewards apps are encouraged to download the current Marriott app now which will automatically update to become the Marriott Bonvoy app on February 13. The SPG and The Ritz-Carlton Rewards apps will be deactivated on that date.

In August Marriott launched one loyalty program with unified benefits under its three legacy loyalty brands — Marriott Rewards, The Ritz-Carlton Rewards and SPG.  Next month, the combined program completes its integration under one name, Marriott Bonvoy.

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The Art of Business Travel is Asia-Pacific's leading portal for corporate travel news and views. We cover everything from airline routes and airport developments, to new hotels, meeting venues, loyalty schemes, and entertaining.