Marriott's loyalty program links entertainment and technology

This event report outlines the criteria considered by Marriott International, the hotels group, when formulating partnerships and creating its own events.

Marriott's loyalty program links entertainment and technology

Geoffrey PrecourtWarc

Marriott Hotels uses a customized "Buzz-o-Meter" to weigh the efficiency of its buzz marketing programs. And it has been able to tap into the legacy of football and basketball via partnerships with the NFL and NBA.

But to extend its engagement program into the field of entertainment and build loyalty among a millennial target audience, the hotels group "needed a different approach,"  acknowledged Jennifer Utz, Marriott International's Vice President/Buzz Marketing and Partnerships. "We're trying to create our events from scratch."

To guide such efforts, Marriott can call on...

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