AMENIA, NY — As the burgeoning category of retail and commerce media networks continues to hit travel, Marriott is aiming to partner with entertainment brands its thinks underpin travel,
The Marriott Media Network launched in 2022, offering an omnichannel experience, reaching consumers throughout their travel journey via display, mobile, email, and future content integrations and in-room opportunities like hotel televisions.
Now it sees opportunity to partner with companies integral to the travel experience, says Elizabeth Donovan, Head of the Marriott Media Network, Global Ad Revenue at Marriott International, in this video interview with Beet.TV.
Personalization is Key
Donovan emphasizes the importance of personalization in reaching guests throughout their journey – after all, the experience of staying at a Courtyard by Marriott differs greatly from staying at a St. Regis.
“That type of personalization is really crucial to reaching a guest throughout their journey,” she says.
The Marriott Media Network aims to solve for the nuances of travel by enhancing the consumer journey, such as helping a forgetful parent find a nearby CVS to pick up a forgotten item.
Reaching a Diverse Audience
With over 200 million Bonvoy loyalty program users, Marriott has a diverse audience to reach with its media network.
“We’re seeing a lot of auto entertainment like Disney+ running because when you’re traveling, there’s just so many things pre, during and post travel that you’re utilizing, whether it’s getting Bose earbuds…,” Donovan says. “So it’s really just a way for us to be like a concierge with you throughout your travel journey.”
Future Plans for Storytelling and Entertainment
Looking ahead, Donovan is excited to explore opportunities to immerse advertising within Marriott’s storytelling content and bring on partners for entertainment within hotel televisions and digital screens.
“We have stories that Annie Granatstein and her team put forward, and what a way to speak to consumer about the power of travel and incorporate that there, but then take that to a different level.
”(There are) other partners perhaps that we could bring on with that entertainment within the televisions and the digital screen,” she says.
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