Skift Take
In February, Marriott will unite its former three loyalty programs under a new flagship brand called Marriott Bonvoy.
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 o
