Marriott International has unveiled Marriott Bonvoy, the new loyalty brand replacing the current loyalty brands – Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest.

Bonvoy will launch on February 13th, when the logo and branding begin rolling out across all consumer touch-points, including on property, marketing and sales channels, digital, mobile and co-brand credit cards.

The move will be bolstered by a multi-million-dollar global media campaign starting in late February.

“Marriott Bonvoy marks an evolution in travel because it represents more than a loyalty program,” said Stephanie Linnartz, global chief commercial officer, Marriott International.

“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.”

Linnartz continued: “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.”

Beginning on February 13th, Marriott Rewards Moments and SPG Moments will become Marriott Bonvoy Moments, which together with Marriott Moments will feature approximately 120,000 experiences in 1,000 destinations available for purchase or by redeeming points.

Marriott Bonvoy will usher in a new mobile experience.

Members currently using either the SPG or The Ritz-Carlton Rewards apps are encouraged to download the current Marriott app now which will automatically update to become the Marriott Bonvoy app on February 13th.

The SPG and The Ritz-Carlton Rewards apps will be deactivated on that date.

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