Marriott to Launch Integrated Loyalty Brand

loyalty program marriott

In a move that will impact meeting professionals around the world, Marriott International will be unveiling a new, unified loyalty program on Feb. 13 that will replace its three current loyalty brands.

Marriott Bonvoy will replace Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest, which were integrated in August under one account, profile, login and points balance. This has resulted in the company’s loyalty members earning an average of 20 percent more per dollar spent.

“Marriott Bonvoy marks an evolution in travel because it represents more than a loyalty program,” said Stephanie Linnartz, global chief commercial officer for Marriott International. “It is a travel program designed to bring life to 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.”

MoreUnified Rewards for Marriott Brands to Begin

Under the program’s five Elite tiers, members will be able to accelerate the points they earn with co-branded credit cards from Chase and American Express. When members book directly on Marriott.com, they will receive all the perks that come with Elite status, including free and enhanced Wi-Fi and exclusive member-only rates. On the Marriott app, they will be able to utilize mobile check-in and check-out, Mobile Requests and Mobile Key (in locations where it is available).

When the new program is launched, a new logo and branding will roll out across all consumer touch-points, including on-property, marketing and sales channels, digital, mobile and co-brand credit cards. A multimillion-dollar global media campaign will begin in late February.

“Represented by a simple, bold and modern logo, Marriott Bonvoy is welcoming and optimistic,” Linnartz said. “Our 120 million members have access to the world’s leading hotel portfolio at the best room rates and member benefits, as well as our collection of Moments experiences that bring exploration and discovery of the world to the forefront.”

Starting on Feb. 13, Marriott Rewards Moments and SPG Moments also will be integrated to create Marriott Bonvoy Moments, which, along with Marriott Moments, will feature some 120,000 experiences in 1,000 destinations that are available for purchase or by redeeming points. These include experiential adventures, local excursions, global treks and unique experiences such as cooking alongside renowned chefs Daniel Boulud and Eric Ripert.

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