How Marriott Wants to be the Red Bull of the Hotel Industry | Variety - 0 views
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Marriott International today announced the formation of an internal content studio through which it will develop, produce and distribute a slate of entertainment projects that will include web series, short films, TV shows, music events and movies. The goal for the Bethesda, Maryland-based company is to appeal to the “next-generation traveler” — made up mostly of millennials — with story driven content marketing.
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With 18 brands, Marriott is the world’s largest hotel company with over 4,000 hotels in 78 countries. Through its individual properties, in-room TVs, websites, mobile platforms and reward program, Marriott certainly has the network through which it can distribute entertainment.
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To promote the projects, Marriott will use its website; its mobile app; various social media channels; in-room TV network; and Marriott Rewards, a loyalty membership program that has over 45 million subscribers.
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Marriott is seeking to become the Red Bull of the hotel industry. While I first thought that this meant that it wanted to become synonymous as a brand with hotels generally, as Red Bull's brand is with energy drinks, what Marriott is actually pushing for is a sophisticated eMarketing strategy. The company is focusing on content marketing by developing and producing (in-house or through contract) its own videos, shows, web series, movies, musical events, etc. and distributing it through their network of properties. The distribution strategy will focus on using Marriott's 4,000 rooms, which are located across 78 different countries globally. In addition to pushing content through in-room TVs, Marriott will also use its rewards program and mobile app to distribute what it produces to its consumers. Marriott does not plan to abandon its print or online advertising; it is simply adding another platform to increase and diversify its global reach and strategy. The ultimate goal is to fill rooms, but with Millennials, creating long-lasting, individual, memorable experiences is important to overall brand loyalty. Thus, content marketing provides a means by which Marriott can offer original, targeted content to its consumers. In the future, it can become a full-fledged development studio providing complete content for its consumers, in turn pressuring companies like Netflix, Hulu, etc. In the short-term, producing content and releasing it through their app will allow Marriott to increase brand awareness, loyalty, and the overall guest experience. Over time, Marriott is not simply pushing a product or service; they are building meaningful relationships with their consumers.