What Is Marriott Media and How It Works?
MARRIOTT INTERNATIONAL LAUNCHED “Marriott Media”, a media network that connects brands with customers during their travel journey. It draws on first-party data from the Marriott Bonvoy program, which has nearly 237 million members across 9,500 properties worldwide.
Chris Norton, Marriott's senior vice president of marketing, data activation and personalization, will lead the initiative and serve as general manager of Marriott Media, according to a company statement.
“Today’s travelers expect personalization and welcome thoughtful discovery,” said Peggy Roe, Marriott's executive vice president and chief customer officer. “Marriott Media is designed to enrich, not interrupt, serving guests content, recommendations and offers in ways that feel natural, relevant and aligned with their travel experience."
The network enables targeting by combining demographic data with guest behavior, travel intent and traveler interests, the statement said. The platform brings together message design, audience selection, and measurement across the marketing funnel to deliver campaign performance with closed-loop attribution. Guest data is used in line with applicable regulations through a consent-based system that allows guests to opt out.
The network will work with select brands to deliver brand experiences across Marriott-owned digital platforms such as marriott.com and the Marriott Bonvoy app, in-room and on-property placements, third-party websites and social platforms. Marriott Media ran an initial pilot with brands including PepsiCo, Visa, United Airlines, Uber, Starbucks, “F1 The Movie,” Audible, American Express and Resy.
Norton said the company’s goal is to give select brand partners the opportunity to engage customers through the context of travel and Marriott’s platforms.
“Through measurement tools including brand lift and awareness studies, attributable conversions and modeling, we help brand partners align their campaigns with our travelers across key touchpoints,” he said.
The network connects advertiser content with Marriott content, allowing brand messaging to reach guests through pre-arrival recommendations, in-room experiences and post-stay reengagement, the statement said. The media model allows marketers to engage customers at points in the journey when they are most likely to act, delivering impressions, offers and touchpoints.
Marriott Media placements will run with Marriott Bonvoy’s original content on Marriott Bonvoy TV, allowing brands to reach travelers through in-room programming during their stay.
Wyndham Hotels & Resorts launched an ad campaign linking its 25 brands and rewards program under the tagline: “Where There’s a Wyndham, There’s a Way.” Hilton Worldwide Holdings also launched its “It Matters Where You Stay” campaign featuring Indian actor and brand ambassador Deepika Padukone.
