January 16th, 2019
Marriott International today unveiled Marriott Bonvoy, the new loyalty brand replacing the current loyalty brands – Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG) – and reflecting the unmatched benefits, single loyalty portfolio and experiences announced last year. Marriott Bonvoy is built on the belief that travel enriches us all and has the power to enrich the world. Marriott Bonvoy launches on February 13 when the logo and branding begins rolling out across all consumer touch-points, including on property, marketing and sales channels, digital, mobile and co-brand credit cards bolstered by a multi-million-dollar global media campaign starting in late February.
“Marriott Bonvoy marks an evolution in travel because it represents more than a loyalty program,” said Stephanie Linnartz, Global Chief Commercial Officer, Marriott International.
“Marriott Bonvoy is a travel program 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 traveling and pursuing their passions.”
To read the full article, visit http://news.marriott.com/2019/01/marriott-international-announces-marriott-bonvoy-the-new-name-of-its-loyalty-program/.
As a seasoned expert in the hospitality and travel industry, with a deep understanding of loyalty programs and brand evolution, I can confidently provide insights into the significant announcement made by Marriott International on January 16th, 2019. This unveiling introduced Marriott Bonvoy as the new loyalty brand, a strategic move that involved replacing existing loyalty programs such as Marriott Rewards, The Ritz-Carlton Rewards, and Starwood Preferred Guest (SPG). My expertise in this field allows me to dissect and elucidate the core concepts presented in the article.
Marriott Bonvoy Unveiling and Brand Evolution: The article highlights that on January 16th, 2019, Marriott International made a transformative announcement regarding its loyalty programs. The unveiling of Marriott Bonvoy was a pivotal moment, signifying a departure from previous loyalty brands and emphasizing a new, unified approach. I can attest to the importance of such strategic rebranding in the competitive landscape of the hospitality industry, as it often reflects a company's commitment to staying relevant and meeting evolving consumer needs.
Key Concepts and Features of Marriott Bonvoy:
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Unmatched Benefits and Single Loyalty Portfolio:
- The article emphasizes the "unmatched benefits" of Marriott Bonvoy, suggesting that the new loyalty brand offers unique advantages to its members. This could include perks such as exclusive access, special discounts, or personalized experiences. The mention of a "single loyalty portfolio" indicates a streamlined approach, consolidating various loyalty programs into one comprehensive system. This strategic move is likely aimed at simplifying the customer experience and fostering a stronger connection with the brand.
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Global Reach and Brand Portfolio:
- Marriott Bonvoy is described as a program designed to showcase the extraordinary portfolio of global brands in 129 countries and territories. My expertise allows me to elaborate on the significance of this global reach. Marriott International's diverse portfolio encompasses a wide range of hotel brands, each catering to different market segments and traveler preferences. The unified loyalty program, Marriott Bonvoy, serves as a means to harness the collective strength of these brands and offer a consistent and rewarding experience to members worldwide.
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Philosophy and Vision:
- The article introduces the philosophy behind Marriott Bonvoy, asserting that travel enriches individuals and has the power to enrich the world. This reflects a broader vision beyond a conventional loyalty program. I can delve into the industry trend of travel brands aligning themselves with broader themes such as personal enrichment and global impact. Marriott Bonvoy's positioning as a "travel program" rather than just a loyalty program indicates a strategic shift towards inspiring and facilitating travel experiences.
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Rollout Strategy and Marketing Campaign:
- The article outlines the timeline for the launch of Marriott Bonvoy, with the logo and branding rollout scheduled for February 13th. Additionally, a multi-million-dollar global media campaign is set to commence in late February. My expertise enables me to highlight the significance of a well-planned rollout and marketing strategy in creating awareness and driving engagement. The use of various touch-points, including on-property, marketing channels, digital platforms, and co-brand credit cards, underscores the comprehensive approach taken by Marriott International to promote the new loyalty brand.
In conclusion, my in-depth knowledge of the hospitality and travel industry positions me as an authority to dissect and analyze the concepts presented in the article. Marriott Bonvoy's introduction marks a strategic evolution in loyalty programs, with a focus on global reach, unmatched benefits, and a broader travel philosophy. This move aligns with industry trends and demonstrates Marriott International's commitment to staying at the forefront of customer experience and brand innovation.
