How big of a deal is it when Marriott, the world’s largest hotel operator, rebrands its loyalty program? Such a big deal that ABC created a special television advertising block during the Oscars to help the company unveil its new offering: Bonvoy.

By nearly any measure - media coverage, consumer buzz, or advertising spend - the program’s launch has so far been the biggest travel and hospitality story of 2019. Here are five lessons every travel and hospitality marketer can learn from the rebrand.