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BONVoY is the name of the new entity of all of Marriott International's brand loyalty programs, including, Marriott Rewards, Starwood Preferred Guest, and The Ritz-Carlton Rewards. I tried to change the title of the thread to reflect that, but can't figure out how to do that.
BONVoY is the name of the new entity of all of Marriott International's brand loyalty programs, including, Marriott Rewards, Starwood Preferred Guest, and The Ritz-Carlton Rewards. I tried to change the title of the thread to reflect that, but can't figure out how to do that.
As I said on Marriott Rewards Insiders
“I wonder how much the Marketing team are spending on this re-branding process v what benefit it will offer both them and all of us as members? ”
I am looking forward to seeing the 'off peak' time periods to see if I can take advantage of having a flexible travel schedule. That will help absorb all the increased point requirements. Hoping to save 5 or 10,000 Rewards points per night by traveling just after or before peak periods.
Not defending this particular name but it is harder than it looks to develop new names that reflect the essence of the product as well as being easily Google-able / searchable online. This means that the name has to be somewhat unique but easy to remember and search.
I'm not looking forward to it. It took forever to get my current status correct, so who knows how long it will take to get it correct in the new program. I still haven't been able to get my 5 SNA award.
Probably the same firm that came up with World of Hyatt and their stupid elite tier names. Marriott Bonvoy is better than World of Hyatt but why not keep Marriott Rewards, which had real name recognition? (By way of analogy, American, United and Delta did not throw out their established loyalty program names just because they bought another airline and merged programs as a result.)
Probably the same firm that came up with World of Hyatt and their stupid elite tier names. Marriott Bonvoy is better than World of Hyatt but why not keep Marriott Rewards, which had real name recognition? (By way of analogy, American, United and Delta did not throw out their established loyalty program names just because they bought another airline and merged programs as a result.)
I wish they would have spent the money on fixing their IT issues and training their staff regarding the benefits that members are supposed to receive. I worked in Marketing and know what these consultants typically charge and it isn't cheap. I doubt that they did much Marketing Research (except with Millennials) because I haven't yet spoken with anyone who likes the change.
Probably the same firm that came up with World of Hyatt and their stupid elite tier names. Marriott Bonvoy is better than World of Hyatt but why not keep Marriott Rewards, which had real name recognition? (By way of analogy, American, United and Delta did not throw out their established loyalty program names just because they bought another airline and merged programs as a result.)
This. Exactly. They spent years building name recognition and loyalty with that name and now they just throw it out the window and start over? They have been totally conned by some marketing/advertising firm.
I don't care about the name. They can call it Loyalty Program for all I care, but I don't want to be a fancy name hiding the fact that it is worse than before.
Perhaps the name change is in respect to the Marriott family who utilized customer and employee loyalty to build the franchise. The program and corporation no longer represent the Marriott family values and priorities.
Personally I don't agree with the name change but my real question is what will it do "for the customer" ?
Before jumping down their throats for changing the name let's give them the benefit of the doubt and try and give it a month or two and see how things roll out.
Probably the same firm that came up with World of Hyatt and their stupid elite tier names. Marriott Bonvoy is better than World of Hyatt but why not keep Marriott Rewards, which had real name recognition? (By way of analogy, American, United and Delta did not throw out their established loyalty program names just because they bought another airline and merged programs as a result.)
I agree 100%. I don't understand the need for a new brand. I understand they needed to eliminate SPG, but why not stick with Marriott Rewards? It describes what the program is much better than BONVoY does.
Your point about the airlines is perfect - and in the case of American, they didn't even buy US Airways, US Airways bought them and assumed the American Airlines name and kept the AAdvantage loyalty name.
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