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Marriott Rewards has finally confirmed what has been widely rumoured for months – a name change to ‘Marriott Bonvoy‘. Yes, from 13th February 2019, Marriott Rewards will be no more and we will all be members of Marriott Bonvoy.
I’m really not entirely sure how to describe the new name and branding, so I’ll leave it to Marriott for now:
“Marriott Bonvoy marks an evolution in travel because it represents more than a loyalty program. 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.”
“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.”
There has also been some minor tinkering to the names of the upper echelons of the elite status levels. Platinum Premier Elite will become ‘Titanium Elite’, and Platinum Premier Elite with Ambassador will become ‘Ambassador Elite’:
Note that there haven’t been any real changes beyond the cosmetic announced yet, but Marriott claims that more innovation is planned. We’ll have to wait to see what that might involve.
What do you think of the name change?
I think it’s wonderful, in this age of equal opportunity, that Marriott outsourced their rebranding project to the mentally deranged.
Nothing can be worse than Explorist, Discoverist, etc.
I would side with Slaphead Brian and say Bonvoy can be.
Well, we all mocked “Avios” back in the day. Now we’re all rather used to the term, dare I say fond of it???
Portmanteau words almost always suck, but this is definitely one of the worst.
Meanwhile, a branding consultant somewhere is laughing all the way to their second home in the Caribbean.
Dreadful! Rhymes with “convoy” which has a rather utilitarian feel. I suppose it’s meant to invoke Bon voyage but in my experience you don’t travel in a hotel you stay in it.