Marriott Hotels, with over 500 properties in nearly 60 countries, has unveiled a full-on rebrand and rethink of its global positioning.
Up to this point, the chain has not been known necessarily for design-thinking or digital aptitude; in the most recent Digital IQ report, for example, Marriott did not rank in the
top 10.
And unlike some of its rivals like Starwood's W Hotels or aloft, who have been using
targeted-to-creatives promotions to boost their brand cachet across demographics, Marriott has not been addressing the changing needs of both Millennials and digital-first, design-savvy, collaborative travelers in general.
The major strategic shift is seen first and foremost in the new, simplified brand identity. Following the cross-industry trend towards clean lines, uncluttered typeface, and iconic imagery, the brand is now represented by a straightforward "M", sans-type.
Spawned by
Grey New York, the marketing centers around the concept of "Travel Brilliantly," and is driven by some seriously aspirational content.
The launch video (below) shows how far Marriott is trying to push into territory familiar to forward-looking, trendy hospitality brands like Starwood.
The video introduces the brand's new perspective, saying "this is not a hotel, it's an idea that travel should be brilliant", "the promise of spaces as expansive as your imagination", "offering surprises that will change as often as you do" and "this is not business as usual, it's a new way to inspire, create, connect."
It's nothing more than a full-tilt new mission to drive the company's direction in the coming years.
The company says that the changes reflect "the transformative change happening at its properties", and that the campaign will be at the heart of an extensive, multi-year global marketing campaign.
Called "Travel Brilliantly," it is a bold move amplifying the brand's dedication to leading the future of travel. The dynamic campaign reflects the lifestyle of the next generation of travelers, who seamlessly blend work and play in a mobile and global world.
At its core, the campaign disrupts the traditional industry idea that a hotel is bound by its four walls. Rather, the campaign shifts the focus, celebrating how the global travel experience opens minds and is inspirational. As the advertising proclaims, "This is not a hotel. It's an idea that travel should be brilliant… It's not only about where you're staying. It's about where you're going." From culinary to design to technology, the new campaign draws on the personal passion points and values of the next generation guest, to create a visual that is emblematic of the new Marriott experience.
The campaign will be boosted by a full multimedia budget, with TV, mobile and digital advertising buys fueling the exposure, in addition to an extensive website chronicling the new brand perspective at TravelBrilliantly.com.
While the boldness of the move is impressive - and bound to be noticed with its brashness, especially regarding the company's ability to actually deliver on the new brand promise - one of the most obvious commitments to evolving the company's culture is the co-creation platform being launched alongside the marketing campaign.
Mara Hannula, VP of global marketing for Marriott:
"The iconic Marriott Hotels brand is transforming itself and reasserting its position as an innovation leader. Therefore, the campaign had to be bold in not only staking our claim, but also engaging the next generation of travelers to join us in co-creating the future of travel."
Travelers can submit ideas in categories such as Technology, Eat & Drink, Work & Play, Health & Wellness, Style & Design and Outside the Box. So far, there are only a few ideas - many of which are actually quite intelligent. There's the 24-hour snack bar, pre-ordering toiletries and the Hotel Jukebox.
Another well-thought out concept is the Smart Fridge, which would be a good combination with the next idea of "choose your own mini-fridge" concept.
Fostering dialogue with consumers is indeed the modus operandi of "
Generation Flux," and the company is committed to bringing the best ideas to fruition.
Ideas submitted to the co-creation platform through the end of September will be considered for one of fifteen first prize winners. One top winner will be awarded Best Overall Idea, and be invited to travel and design alongside Marriott experts.
The three-judge panel sifting through the ideas includes Shira Lazar, host of
What's Trending, Marc Kushner, co-founder of
Architizer and Matthew Von Ertfelda, vice president of innovation at Marriott.
The refocus will also spread on-property via 30 touch-points, such as key cards, Do Not Disturb hangers, in-room directories, and a series of topographic maps for guests.
Other areas of on-property improvements are highlighted extensively on the Travel Brilliantly website:
- Redesigned guest rooms: with an updated look, this places Marriott squarely back in the running, competing for both the business and leisure connected traveler.
- Mobile app: Marriott is releasing an app that places control at guests' fingertips, including a check-in feature that's quite impressive.
- New meeting spaces: A partnership with Steelcase, means that meetings are also getting a makeover in favor of what the company calls "the new mobile worker," and includes initiatives such as Workspring at Marriott, Red Coat Direct and Workspace on Demand.
- Lobbies are now Greatrooms: Re-designed lobbies and public spaces known as "Greatrooms," as seen in the above video, are replacing the traditional "lobby." These spaces are modeled after successful co-working shared spaces at hotels such as New York's Ace.
- New dining: Known as the Goji Kitchen, Marriott is investing serious capital into their F&B. Taking queues from the farm-to-table and pop-up culinary trends, the food space will transform itself throughout the day to deliver a fresh and new experience each mealtime.
Altogether, this is a significant move on Marriott's part to refresh a brand that has not at all been synonymous with the trend-forward thinking being introduced in this complete brand overhaul.
This is a bold, concerted effort to position the brand for success and growth well into the next decade, and although not without risk, the shift has the potential to invigorate staff and attract new customers to the brand.