Marriott’s New Bonvoy Brand: 5 Lessons for Travel Marketers

Michael Del Gigante | April 30, 2019

By Michael Del Gigante How big of a deal is it when Marriott, the world's largest hotel operator, rebrands its loyalty program? Such a big deal that ABC created a special television advertising block during the Oscars to help the company unveil its new offering: Bonvoy. By nearly any measure—media coverage, consumer buzz, or advertising spend—the program's launch has so far been the biggest travel and hospitality story of 2019. The move is important not only because it directly impacts Marriott's 120 million loyalty members, but also because it's the perfect case study for the wider travel and hospitality industry. What can...