Marriott International has announced a new loyalty programme—Marriott Bonvoy—that will combine its existing loyalty brands, Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG).
The rebranding follows the launch of a loyalty integration programme with unified benefits for the three loyalty brands in August 2018. The Marriott-Starwood merger was completed in 2016.
The announcement comes as the hotel chain is still dealing with fallout from last November's data breach, which exposed information on more than 300 million guests.
Marriott Bonvoy, a name developed by New York-based agency Mother Design, will be officially launched on 13 February. Marriott Rewards Moments and SPG Reward Moments will both be subsequently renamed as Marriott Bonvoy Moments, with 120,000 experiences and 1,000 destinations on offer.
The hotel chain explained that the new branding will be amplified through Marriott-sponsored events such as the Hong Kong Sevens and the Coachella Valley Music and Arts Festivals.