At first, I was going to call Bonvoy a portmanteau. A portmanteau involves two words blended into one. For example, Disney likes to coin portmanteaus such as Innoventions, Imagineering, and Environmentality. Bonvoy can be seen as portmanteau of bon and voyage, but that’s not how I expect Marriott to present it and market it (I could be wrong).

A neologism is simply a newly coined word or expression.

I also considered calling Bonvoy a “nonsense word” — not an actual word — but “nonsense” could be misinterpreted as negative on my part.

And I thought of just calling it a trademark. After all, trademarks, especially newer ones, are often not dictionary words.

Because Bonvoy is a newly coined word for commercial purposes, I chose to call it a commercial neologism.