Marriott is rebranding their loyalty program, with ‘Bonvoy’ launching February 13. There are no substantive changes whatsoever at that time.
This means rolling out a “logo and branding…across all consumer touch-points, including on property, marketing and sales channels, digital, mobile and co-brand credit cards bolstered by a multi-million-dollar global media campaign starting in late February.”
They put together a launch video that frankly I cannot make sense of but that looks expensive.
Where does the money for this come from that the loyalty program is investing to transform themselves into Bonvoy? It comes from members, and more specifically from member loyalty accounts.
Presidential Suite, Sheraton San Diego Marina
Mere weeks after the new program name launches, Marriott will begin charging more for redemptions.
- They will be moving hotels around to different award categories in March. In each of the last 7 years that has meant your points have been worth less.
- They are introducing a new highest tier for redemptions, and introducing peak season pricing in March. The most expensive award goes from 60,000 Marriott Rewards points per night to 100,000 Marriott Bonvoy points. The new program means point inflation right from the get go.
The money for Bonvoy is coming straight out of member account balances.