Marriott Hotels and Resorts is launching a $30 million global campaign to target generation X and Y travelers to bring them back to the 56-year old flagship Marriott brand.
The branding campaign, called "Travel Brilliantly" will feature a new set of ads that attempts to brand Marriott as the brand that will seamlessly let business travelers blend and move between their business lives and their personal lives, all while staying connected.
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| One of the shots for Marriott's "Travel Brilliantly" Campaign (Image: The New York Times) |
Marriott decided to launch the campaign specifically targeted at millennials because the don't see anyone else in that space. Mara Hannula, vice president for global marketing of Marriott Hotels say in today's New York Times article, “We haven’t seen any other hotel brand capturing younger travelers in a very authoritative way. We see this is as a big opportunity for Marriott.”
This is where Marriott goes off the rails a little bit. There are many brands that are starting to target millennials, but instead of them being the flagship brands (Your Hilton, Hyatt, etc.) it's more often an offshoot brand that is focused on the young business traveler. Take the Aloft hotel chain from Starwood. The open and modern lobbies that often have a bar area with pool tables and lots of work spaces for the traveler that wants to be social while traveling. If you favor staying in the room features nearly every plug and connector you could want for your technology needs. Brands like Aloft prove that Marriott is not the first to go after this market, and they will have to catch up and get some buy in from young business travelers if the idea will be successful. The first step is convincing travelers that there is something different than their parent's or grandparent's Marriott.
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