Well, as rumors have suggested for the past couple of months, Marriott Rewards will become Marriott Bonvoy in February.
In a press release yesterday, Marriott made official the much-rumored new loyalty program name, Marriott Bonvoy. And to that, I ask, really? Is this the best you could come up with, Marriott? As is the case with everyone else, when I first heard the rumors, I immediately thought the name is a play on “bon voyage.” But, of course, how Marriott came up with that name and what it means remains a mystery. So let’s just dive in and see what’s going on.
Being that Marriott already launched their new loyalty program last August, there isn’t a whole lot changing along with the name. Most of the changes going forward appear to be cosmetic in nature, such as Marriott Rewards becoming Marriott Bonvoy. However, top tier elite-level names are changing too. So come February 13, the date the Bonvoy name kicks in, Platinum Premier Elite becomes Titatinum Elite. And for those with Marriott’s highest status, your status name goes from Platinum Premier with Ambassador to Ambassador Elite.
It’s also worth noting that come February 13, the SPG and Ritz-Carlton apps are going away. At that time, the Marriott Rewards app is getting an update to Bonvoy and will be the only app of the unified program.
Further, on February 13, Marriott is going to begin the roll-out of its new reservation system. The new system, for which few details are available, will allow members to do things like pick their own room at check-in. And if that’s true, that’s a welcome amenity Hilton offers today. But seeing how badly the loyalty program transition went (and how problematic it continues to be) I have concerns about this change.
What’s Not Changing
Literally, everything else. At least for now. But, remember, Category 8, peak, and off-peak season award pricing does kick-in in March. So book your affected award stays before they go up in price!
Marriott Rewards Will Become Marriott Bonvoy, Final Thoughts
Honestly? I think Marriott should have stuck with Marriott Rewards. What was wrong with that name? And it’s not like “Marriott Bonvoy” is going to be any less of a reminder to SPG members than the old name. Plus, Marriott Rewards just makes sense! I have to say, though, I hate the Marriott Bonvoy brand and its associated assets a little less than the World of Hyatt.
What also doesn’t make sense to me is calling Platinum Premier Titanium. Last I checked, Platinum is a more precious metal than Platinum. I get that they probably don’t want to copy Hilton’s Diamond status, but still. This DOESN’T MAKE SENSE! At least the top elite level is now simply Ambassador, as it should have been from the start.
Whatever, I’m over it.