Marriott plans to officially rebrand its loyalty program on February 13, ending two years of mashing up the Marriott Rewards, Starwood Preferred Guest, and Ritz-Carlton Rewards programs during the merger. The new name for the fully joined loyalty program will be Marriott Bonvoy.
What were they thinking? To start, having three brands under one loyalty program was always going to be confusing. Before Marriott bought Starwood, Ritz-Carlton Rewards and Marriott Rewards already operated in parallel. Adding a third brand (even if it did just get swallowed up by the larger chain) was going to be confusing — especially for new customers. Uniting everything under one banner now makes Bonvoy the single loyalty program for thousands of hotels and millions of customers.
In a way, the rebrand also turns a page on an often-dramatic merger between Marriott and Starwood. Many of Starwood’s customers weren’t happy with the way that Marriott handled the integration, and to their concerns, there are still some soft spots in the program’s IT infrastructure. Putting everything in the Bonvoy vehicle allows everyone to bury the hatchet and move on.
As to the name Bonvoy? It must have done well in focus groups. Skift’s Deanna Ting has the full scoop on Marriott’s new branding plans.
— Grant Martin, Business of Loyalty Editor
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Skift Business of Loyalty Editor Grant Martin [firstname.lastname@example.org] curates the Skift Business of Loyalty newsletter. Skift emails the newsletter every Monday.