Marriott loyalty program's new name, BONVOY

MISSISSAUGA, Ont. — There’s a new name for your Marriott Rewards, SPG and Ritz-Carlton points — BONVOY. The etymology is easy to spot — the name is a short form of Bon Voyage or “good travel”.

Jennifer Bryl.

Jennifer Bryl.

“The idea is to enrich the overall travel experience — encouraging members to try various brands and offering members a trial,” said Jennifer Bryl, director Loyalty Marketing and CRM – Canada at Marriott International. “We encourage them to explore every passion they have by offering rich and rewarding benefits to them.”

Marriott has sent a video to members talking about growth, innovation and expanding their global footprint.

Marriott BONVOY video.

Marriott BONVOY video.

“The name, look and feel are fresh. We want members to feel the rewards are aspirational but attainable.”

“There is a slash underneath the ‘o’ in the logo — representing the horizon and the optimism of a new day, and a new world of possibilities,” said Bryl. 

“We introduced the name Jan. 16 as the final step of the integration process, bookending the combined name and benefits,” she added. “Since August 3, the three names have still existed. This is the next and final step. We view it as an opportunity for a holistic and forward-thinking travel program.”

There are different tier levels or price points for select service and luxury properties. Later in March, Marriott will introduce an eighth tier level in an effort to appropriately value its portfolio of hotels. They will also be introducing off- peak seasonal pricing.

“We are launching and continuing to enhance the enrolment experience, giving members exciting ways to use their points,” she said, adding that the Moments series has been particularly well-received in Canada.

One of Marriott's Moments: 50 members and guests (combined) watched our Toronto Maple Leafs take on Washington Capitals in a private Gondola on Jan. 23.

One of Marriott's Moments: 50 members and guests (combined) watched our Toronto Maple Leafs take on Washington Capitals in a private Gondola on Jan. 23.

Marriott has created 128 individually-oriented Moments for Canada — out of 170 in all of The Americas. This means that almost 70 per cent of the Moments events were in Canada. As an example, on Jan. 23, 50 members were guests at a Toronto Maple Leafs game — which the Leafs won. The booth was outfitted with the new BONVOY logo.

The big marketing launch will start Feb.13, when members will start to see all the signage and collateral materials.