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Could This Be Marriott Rewards' New Program Logo?

Jan. 03, 2019
2 min read
SPG Marriott Merger 4
Could This Be Marriott Rewards' New Program Logo?
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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:

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"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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