Marriott's new ad campaign touts booking direct

The ad’s implicit message is that Marriott Bonvoy is a better alternative than booking through online travel agencies

The hotel giant increasingly would like consumers to believe its loyalty program gives them access to a surprising mix of lodging. Its marketers appear to hope that travelers will make Marriott’s mobile app their default place to book hotels.

Key takeaways

• The ad is part of a long-running global tagline, “Where Can We Take You?“, which is a campaign that implicitly aims to make the loyalty program interface a default booking portal for travelers;
• The ad comes at a time when Marriott has seen membership in its loyalty program grow by a third in three years and after executives have touted the loyalty program as a relatively cheap form of customer acquisition;
• In 2022, Marriott boosted room nights booked via its digital channels by 27 percent and revenue generated from bookings via its direct channels by 41 percent.

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