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Marriott is launching a new ad campaign to show off how its huge portfolio of 30 brands has the right hotel for every traveler. The hotel operator’s latest TV ad is meant to showcase the Marriott Bonvoy app as the perfect tool for booking any of its 8,000+ hotels.
The spot showcases three brands specifically: W, Moxy, and Westin. Each is represented with activities around the brand’s focus. For W, it’s music and a party scene. Moxy is represented by more dancing (not sure how they differentiated this one). Finally, Westin shows people using treadmills and being healthy. It’s interesting to me that two of the three brands shown came from Starwood acquisitions. All of these scenes play to a cover on the B-52’s “Roam.”
This ad and others will roll out globally this year with several focused on the portfolio and others concentrating on a brand.
Per Brian Povinelli, Marriott’s senior vice president and global head of marketing and brand:
We want the next generation of travelers to know that Marriott Bonvoy has accommodations that match their personality and lifestyle — from 30 hotel brands to homes and villas; all-inclusive resorts to apartments…and more.”
Marriott is looking to further grow its Bonvoy program and continue to increase direct bookings (so that it will pay less agency commissions). The loyalty program has increased from 130 million members when Bonvoy launched in 2018 to over 177 million members at the end of 2022 (a 36% increase). Last year, Marriott saw room nights booked through its digital channels rise by 27%. Use of its mobile app grew by 32% year over year.
Anthony’s Take: I don’t think this ad showcases enough of the portfolio. Moxy and W have a similar vibe (although W is a bit higher end and Moxy skews younger). Hopefully, some of the other ads will showcase other brands like St. Regis or Renaissance. Marriott has a huge portfolio and they really do have some outstanding options for every traveler and budget.
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