I didn’t think there could be anything worse than the rebranding of Hyatt Gold Passport to World of Hyatt. It’s Hyatt’s world, not yours. And you suddenly become a
target for Steve Bannon Globalist or — despite the elimination of check-in amenities, no cheese plate delivered to your room — an Explorateur.
Marriott, though, said hold my beer.
- Marriott Rewards made sense, you understood what it was.
- Marriott Rewards was all about rebate for in-hotel spend, the program’s benefits prior to the August re-launch were weak. That’s a contrast to the program’s original name — all about benefits — Marriott Honored Guest.
- Around six weeks ago a fairly well fleshed out development site was leaked for new program branding: Marriott Bonvoy. Marriott registered a bunch of domain names around Bonvoy and filed for a trademark.
What exactly are we supposed to understand from Bonvoy? What does it communicate? I’m not sure if bonvoy is supposed to evoke bon voyage, bon vivant, or is just supposed to be a made up word — a random collection of letters — that’s easy to trademark?
The test site’s description that “travel enriches the traveler and nourishes the world..opens minds, expands borders..” sounds very much like World of Hyatt marketing claptrap. I’ve confirmed though that this isn’t going to be their launch video.
Unfortunately they’re investing in bad marketing when they need to be investing in fixing their IT — merged accounts that still aren’t right, elite status trackers that say members need only 75 nights for Ambassador status, and missing 75 night elite benefit options.
And if they are really that short of ideas for where to invest these dollars, to deliver strong branding, they might try putting the money into training customer service agents to give out accurate information.
Here’s the problem. The new logo also comes with changes to the rewards formula that devalues the product.
They could have saved the rebranding money and they might not have had to make their points less valuable through a new more expensive category 8 as well as peak season award pricing.