Marriott, which last year bought Starwood and its well-regarded Preferred Guest rewards program, is now merging its three loyalty programs into one with the puzzling name of Bonvoy, presumably based on ‘bon voyage.’
The new program replaces the Starwood program along with Marriott Rewards and Ritz-Carlton Rewards. The new program will launch its name and logo February 13. A company spokesperson described it as “an evolution in travel because it represents more than a loyalty program,” without describing any feature that doesn’t look like a loyalty program.
Here’s what they said, in a press release.: “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…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.”
The three programs actually merged last August, but continued operating under their existing names.
