Marriott Bonvoy was born to unify three distinct loyalty brands. The Marriott Bonvoy app builds on the Marriott Rewards framework using an updated aesthetic and added feature enhancements, welcoming the world to this new integrated program.
When Marriott acquired Starwood Hotels in 2016, the goal was to align both rewards apps while keeping the platforms separate. SPG branding and visual tones were brought into the new layouts, creating continuity between the brands.
The Ritz-Carlton Rewards program was given a standalone app and a distinctive brand voice, differentiating it from the rest of the Marriott brands.