March 3, 2024

Marriott rebrands its loyalty programme

Marriott has unveiled Marriott Bonvoy, its new loyalty programme that unifies its current schemes under one name.

The new programme brings together Marriott Rewards, Ritz-Carlton Rewards and Starwood Preferred Guests, and launches on February 13 with branding rolling out across all consumer touch points.

“Represented by a simple, bold and modern logo, Marriott Bonvoy is welcoming and optimistic,” says Stephanie Linnartz, Global Chief Commercial Officer, Marriott International.

“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,” adds Linnartz.

Additionally, Marriott Bonvoy will offers experiential events for members taking advantage of Marriott’s marketing partnerships with brands including FIA Formula One, FC Bayern Munich and the NCAA.

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 and Marriott Bonvoy Ambassador Elite will replace Platinum Premier Elite with Ambassador.

The top Elite status tier recognises members who surpass 100 nights and more than $20,000 in spend annually.