Hospitality company Marriott International has unveiled a new media network to elevate brand engagement across the traveller journey.
Known as Marriott Media, this platform is designed to prioritise the travel experience, establishing connections between brands and customers at strategic points during their journey.
It integrates both digital and physical touchpoints, delivering timely and context-specific messages.
Marriott Media leverages first-party data and more than 200 targetable attributes from around 237 million members of the Marriott Bonvoy programme and Marriott’s global lodging portfolio, which includes nearly 9,500 properties.
The network blends demographic information with guest behaviour, travel intent, and traveller interests to allow targeting.
Marriott Media provides marketers campaign performance insights with closed-loop attribution and is equipped with capabilities for messaging and creative execution, audience pinpointing, and evaluation.
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By GlobalDataThe platform ensures responsible use of guest data, adhering to all applicable regulations, and is consent-based, offering transparency and trust with simple opt-out options for guests, said the company.
Marriott International executive vice president and chief customer officer Peggy Roe said: “Today’s travellers expect personalisation and welcome thoughtful discovery. 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.
“I’m excited to announce Chris Norton, senior vice president of marketing, data activation and personalisation, will lead this bold initiative and serve as the general manager for Marriott Media.”
The network will offer tailored brand experiences across Marriott-owned digital platforms, encompassing the Marriott Bonvoy app and Marriott.com, as well as in-room experiences, third-party websites, and social platforms.
Marriott Media has already conducted an initial pilot with select brands, which include Visa, PepsiCo, Uber and American Express.
Marriott Media eliminates the gap between advertiser content and native Marriott content. This includes tailored recommendations before arrival, personalised experiences within the room, and reengagement after stay, offering impressions and offers.
The network plans to expand into markets worldwide, ensuring localised experiences, cultural relevance, and brand safety by design, as branded content is tailored for the Marriott traveller journey.
