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Indoor-outdoor living in West Hollywood (photo: Marriott International)

Marriott to change loyalty scheme

Marriott Bonvoy will soon launch its branding and replace Marriott Rewards, The Ritz-Carlton Rewards, Starwood Preferred Guest.

Marriott International has unveiled a new loyalty brand destined to replace the current brands Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest.

On February 13 Marriott Bonvoy will launch, as its logo and branding start rolling out across all consumer access points – property, marketing and sales channels, digital, mobile and on co-brand credit cards.

A multimillion dollar global media campaign will support that move, though it will not start until late February.

“Marriott Bonvoy marks an evolution in travel because it represents more than a loyalty programme,” says Stephanie Linnartz, Marriott International’s global chief commercial officer.

“Marriott Bonvoy is a travel programme 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 travelling and pursuing their passions.”

She continued: “Represented by a simple, bold and modern logo, Marriott Bonvoy is welcoming and optimistic.

“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.”

Changing moments
Likewise, Marriott Rewards Moments and SPG Moments will become Marriott Bonvoy Moments from February 13, which together with Marriott Moments will feature around 120,000 experiences in 1,000 destinations available to buy or use points for.

Marriott Bonvoy will also bring in a new mobile experience, the hotel giant promises.

Members currently using either the SPG or 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 Ritz-Carlton Rewards apps will be deactivated on the same date.

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