Marriott reinvents customer loyalty marketing with Bonvoy

Marriott, the hospitality giant, transformed its approach to customer loyalty with a new platform called Bonvoy.

Marriott Bonvoy, Marriott International’s newly consolidated customer-loyalty program, is more than a clever mash-up of Bon Voyage.

According to Karin Timpone, Marriott’s global marketing officer, the new branding stands in front of a complete re-imagining of customer loyalty at the company – and reflects the changing priorities of travelers.

Timpone joined Marriott from Disney ABC Television Group five years ago, and “knew then there was something going on in the hotel space where people wanted to move toward more experiences … with travel really being a key way people engage in experiences,” she told delegates at Incite Group’s...

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