So long Marriott Rewards, it's time for Marriott Bonvoy
Marriott is saying ahoy to Bonvoy. The global hotel chain announced Wednesday that it is rebranding its rewards program as Marriott Bonvoy and retiring its exisiting loyalty brands Marriott Rewards, Ritz-Carlton Rewards and Starwood Preferred Guest. The repositioning follows the disclosure late last year of a data breach at Marriott's Starwood brandaround 383 million customer records were hacked in what the New York Times reported as the largest breach in history.
The new Marriott Bonvoy is not just a loyalty program, according to Stephanie Linnartz, global chief commercial officer at Marriott International, but also unifies the hospitality company's portfolio, which is in 129 countries and territories. The new logo and branding will begin appearing in consumer-facing materials on Feb. 13. The rebranding comes after Marriott folded its namesake, Ritz-Carlton and Starwood brands into one loyalty program in August.
Bethesda, Maryland-based Marriott has been working with Mother Design for two years on the rebranding.