The world's biggest travel loyalty programme will get a new identify next month.
Marriott Bonvoy is the name for the programme that finally integrates Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG) after a two-year period of their running side by side. The rates at which members could earn and spend rewards were already unified last August.
The focus of the newly branded programme is experiences or Bonvoy Moments as they are to be known. Members will get access to approximately 120,000 experiences in 1,000 destinations either by redeeming their hard-earned points or by purchasing them.
The experiences include hiking in Patagonia, camel treks in Morocco, cooking alongside renowned French chefs Daniel Boulud and Eric Ripert or attending events such as the Formula 1, Bayern Munich matches or Coachella. Members will also be able to access concerts at the O2, London and the Mercedes Benz Arena, Berlin with full hospitality in the Marriott Bonvoy suites at each venue.
Users of the hotel groups' existing loyalty apps will need to download the new Marriott Bonvoy app from 13 February, the date of the rebrand.
Members will continue to get free wi-fi access and mobile check-in services where available and other perks depending on status level.
With 120 million members following the merger of Marriott and Starwood, Bonvoy is the world's biggest scheme, exceeding even the 100 million or so members of the travel sector's first ever loyalty programme, American Airlines' Aadvantage.
The current size of loyalty programmes in the hotel sector is shown in our chart this week.

All programmes have grown or remained the same since we looked at these figures last year.
This comes despite the fact that the value of loyalty is being questioned.
An Accenture loyalty study found that while 57% of loyalty programme members spend more with brands to which they are loyal, 71% say such programmes do not engender loyalty. Hotel companies are only too aware of the huge long-term costs of running loyalty programmes.
The study found that changing consumer tastes means loyalty members are more interested in personalisation and exclusive offers and benefits. The prominence of experiences in the Marriott announcement is testament to that.