Originally Posted by Horace

I am amazed how much some folks here despise the name Bonvoy.

Bonvoy seems like an acceptable commercial neologism. Think of other brands like Avios and Expedia. Such brands usually have Latin roots or other components that suggest meaning, while not being words in the dictionary — but words that can be trademarked, protected, controlled, and are good for online use.

Bon means good in French. Voy suggests travel. And, of course, as others have noted, if you combine Bon Voyage into one word and lop off the final syllable, you get Bonvoy.