Skift Take
We can just imagine what some befuddled viewers of the Oscars were thinking Sunday night, but here are a few guesses: Uhhh, what does Bonvoy mean? Bon Voy ... age? Also, stop trying to make Bonvoy happen.
If you happened to be one of the millions of people who tuned into the Academy Awards on Sunday, chances are you likely saw Marriott International's newest global campaign commercial.
In the 60-second spot, a series of vignettes plays out with a variety of travelers having different experiences at a number of Marriott hotels around the world, from The Ritz-Carlton in Kyoto, Japan, to the Courtyard by Marriott in Sedona, Arizona. Each traveler snapshot features the usage of "Bonvoy!" as a shorthand expression for "bon voyage."
Bonvoy is the name of Marriott's newly combined loyalty program, which brought together Marriott Rewards, Ritz-Carlton Rewards, and Starwood Preferred Guest. The new program name was announced on January 16, and it's clear that with this new campaign, "Rewards Reimagined," the world's largest hotel company is looking to boost brand recognition for Bonvoy, as well as all 30 of its hotel brands. Bonvoy has 120 million members, arguably the largest loyalty program for a single hotel company.
"It's about the emotional part of what good travel means," Karin Timpone, global marketing officer for Marriott International told Skift. "That's what the campaign is all about — people experiencing the joy of
