Marriott on sticking with Bonvoy through the scorn
When Marriott rebranded its loyalty program following its merger with Starwood, the hospitality giant encountered a fair amount of derision from consumers who found the new name, Bonvoy, rather confusing. The January rebrand elicited reactions such as disbelief that it wasn’t a joke and simply “lol.” Yet the company had to move forward past such negativity, said Scott Weisenthal VP of global creative and content marketing at Marriott International.
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