Marriott Hotels aims at “next generation” guests
The Marriott Hotels brand has launched a new multi-year global marketing campaign that it says reflects the “transformative change” happening at its properties. Called “Travel Brilliantly”, it also reveals what Marriott International calls the future of travel.
The campaign reflects the lifestyle of the next generation of travellers, who will “seamlessly blend work and play in a mobile and global world”, Marriott says. The campaign includes TV, digital and mobile advertising, a new brand look and logo and enhanced social media platforms. The hotel company is also launching a new website, travelbrilliantly.com, which reveals the innovations under development and carries a “co-creation platform” to encourage user-generated ideas.
“At its core, the campaign disrupts the traditional industry idea that a hotel is bound by its four walls,” Marriott says. Instead, it shows how the experience of travel “opens minds and is inspirational”.
As the advertising proclaims, “This is not a hotel. It’s an idea that travel should be brilliant. […] It’s not only about where you’re staying. It’s about where you’re going.”
As an example of how its properties are changing, Marriott says that redesigned lobbies and public spaces known as Greatrooms are being deployed for the next generation of travellers who “blend work and play, demand style and substance and require technology”.
[pictured: Greatroom at Chicago Marriott Downtown Magnificent Mile; courtesy Marriott International]