A few things are clear from this ad: Marriott Bonvoy offers its members preferred access to many glitzy properties in many countries across 30 hotel brands. Less clear is what “Bonvoy” actually means. Is it a greeting? An exclamation? A noun? A verb? A variety of tree?

Marriott’s global marketing office told Skift that the ad was about “people experiencing the joy of good travel and they have one word to describe it, and that one word is ‘Bonvoy.’ The more people hear that, the more they connect that idea of good travel to our portfolio and that program.”

OK. And of course it’s not uncommon for large companies to pay branding agencies top dollar to come up with made-up words (or, in this case, to lop three letters off an existing word). But this particular branding exercise doesn’t seem to have translated well. Former SPG-ers who saw the merger as a demotion of their status have said “Bonvoy” has not alleviated their angst.

Then there’s the timing of the new brand’s rollout. As the reliably snarky travel blogger Gary Leff noted, “I’m tempted to say something sassy like ‘rather than spending money sponsoring the Oscars, maybe they should work on their IT, informing people if they were hacked, etc.'” Quartz has reached out to Marriott for comment and will update this post if they respond.

After a slew of security missteps post-hack, it was only two weeks ago—roughly the same time as the official rollout—that Marriott gave customers a way to check whether their details, which include passport numbers, had been compromised. But to find out, customers are being asked to turn over their sensitive information once again, this time to a third-party security firm—something that members might understandably be loathe to do at this point.

“Bonvoy” may be here to stay—but so is the bad taste from the hospitality industry’s most controversial merger.

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