On January 17, 2019, Marriott sent an email to members announcing that, as rumored, on February 13, 2019, the name of its frequent-guest program becomes Bonvoy. Also Marriott and SPG Moments becomes Bonvoy Moments.
Marriott says Bonvoy means good travel. In fact Bonvoy means nothing. It is not a word. Bon voyage means good or safe travels. Bon voyage also means so long, which is what some elites may be saying due to the problems with IT and customer service many have experienced in the merger.
The new name is saying so long to Marriott Rewards, Ritz Carlton Rewards and Starwood Preferred Guest as those programs are being folded into and replaced by Bonvoy. Bonvoy will have a new logo and there will be a marketing campaign and branding to promote the new logo and program name.
Also effective on February 13 Marriott is changing the name of its top two elite tiers. Marriott Bonvoy Titanium Elite will be the new name for Platinum Premier Elite status, for members who earn 75 to 99 nights. Marriott Bonvoy Ambassador Elite will be the new name for Platinum Premier Elite with Ambassador status. This top Elite status tier recognizes members who earn at least 100 nights and spend at least $20,000 annually. Presumably Lifetime Platinum Premier becomes Bonvoy Titanium Elite. Elite benefits are unchanged.
Furthermore, Marriott is introducing a new app. The SPG app and Ritz Carlton Rewards apps will be deactivated on February 13, and the Marriott app will automatically convert to the new Bonvoy app.
What do you think of the new names?
Awful, cloying non-starter non-name.
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I wonder how many hundreds of thousands of dollars some consultant was paid to come up with Bonvoy.