Marriott International has long relied on its array of 30 brands to appeal to diverse mix of travelers. But 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.

The latest step in this multi-phase messaging campaign came on Monday when Marriott launched a TV ad to boost traveler recognition of its loyalty program, Bonvoy. The ad features a cover version of the B-52s hit “Roam Around the World” and showcases a few different Marriott brands — Westin (fitness!), Moxy (hipness!), and W (elegance!) — to illustrate the wide variety of its 8,000-property portfolio. The ad closes with the image of someone swiping through the Marriott Bonvoy app and finding every hotel brand they supposedly might ever need.

Key takeaways:

  1. Marriott is focusing its marketing efforts on its Bonvoy loyalty program as a way to appeal to a wide variety of travelers and reduce customer acquisition costs.
  2. The new ad campaign, featuring the tagline "Where Can We Take You?" showcases Marriott's diverse range of 30 hotel brands and promotes the use of the Bonvoy mobile app as a booking portal.
  3. Marriott's loyalty program has experienced significant growth since its launch in 2018, with a 36% increase in members to 177 million at the end of 2022.
  4. Direct bookings through Marriott's digital channels have also seen strong growth, with room nights booked up 27% and revenue generated up 41% in 2022. However, it remains to be seen whether Marriott can sustain these gains.
  5. Despite the benefits of loyalty programs, hotels in high-demand destinations may struggle to meet the demand of travelers seeking to redeem their points, as elite members may take up a significant portion of available facilities and services.

Read the full article at skift Inc.