Marriott has been advertising its new loyalty and rewards program called Bonvoy, which was created to merge Marriott’s loyalty program with Starwood’s loyalty program following its acquisition of Starwood. The call to action in the television commercial I have seen numerous times is “Join at Marriott.com.” Based on a Whois changed I noticed yesterday, it is possible that the primary domain name for Bonvoy is going to change in the near future.
Whois records show that Bonvoy.com just transferred to CSC Corporate Domains, Inc. CSC is a corporate domain name and brand management company that manages the domain name portfolios of some of the largest companies in the world.
The Bonvoy.com domain name has privacy enabled on the Whois record, but my guess is that the domain name was acquired on behalf of Marriott. Marriott.com is also registered with CSC, as is MarriottBonvoy.com. I think it is a safe bet that Marriott acquired the domain name. At the time of publication, Bonvoy.com does not seem to resolve to an active website, although I presume that will change shortly.
Acquiring Bonvoy.com was a smart move by Marriott. According to Marriott’s website, Bonvoy is the loyalty program for the hotel chain’s 30 brands, including Marriott, Ritz Carlton, W Hotels, Sheraton, Le Meridien, and the many other Marriott-owned brands. Having its own domain name will make it easier for Bonvoy members to manage their perks and membership benefits.
Prior to the change of registrant, Bonvoy.com was registered to an entity in Washington state. Archive.org records show that it had been a group travel-related business in the past. “Bon Voy” is short for the French phrase, bon voyage, which essentially means “have a nice trip.”
One other important aspect to note is that Marriott and Starwood suffered a massive data breach. that was disclosed in 2018. Acquiring the brand match Bonvoy.com domain name will be helpful in establishing trust. Had another company operated Bonvoy.com, it could have been confusing to Marriott customers who may have confused Bonvoy.com with the Marriott loyalty program. Had Bonvoy.com been reactivated with any type of input form, it could have put Marriott customer data at risk if it was operated by a third party.
Bonvoy is a nice brand name, and acquiring Bonvoy.com was a good move by Marriott.