Could This Be Marriott Rewards’ New Program Logo?

Jan 3, 2019

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Most of the questions of the Marriott-Starwood merger have already been answered — from redemption rates to earning elite status.

But one aspect left unclear was the name of the mega-hotel chain’s rewards program — which currently goes by Marriott Rewards but also has kept the Starwood Preferred Guest and Ritz Carlton Rewards sub-brands. In November, it was leaked that Marriott would name the combined loyalty program “Marriott Bonvoy” — seeming to be a play on the French phrase bon voyage. Some Elite status tiers would also be renamed.

Marriott has now filed for a trademark in Europe for the program’s new logo, which is available for public viewing:

While the logo is pretty tame, the new name has already faced plenty of attacks, with some people taking to social media to criticize the new logo:

Others fairly criticized Marriott for its focus on rebranding while the company suffers a myriad of IT issues –including one of the largest data breaches in history and multiple reports of hotel stays without points posting. This comes on top of what many would say is a devaluation of the overall program.

A Marriott spokesperson provided this comment to TPG regarding the leaked logo and name:

“As previously stated in August when our three loyalty programs were unified, we will announce the new program name early this year. We know there is a lot of interest and look forward to having more to share soon with our members.”

H/T: Loyalty Lobby

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