How Marriott leverages experiential marketing

Reed Karaim

This event report examines how Marriott International uses experiential marketing to educate consumers and promote its customer rewards programs.

Experiential marketing often is used to build brand identity, but Marriott International, the world’s largest lodging-and-hospitality company, is bringing focus to the tool as it promotes specific features of its customer-rewards programs and mobile app.

Jennifer Utz Ilecki, the company’s Vice President/Buzz Marketing & Global Partnerships, told delegates at the Association of National Advertisers’ (ANA) 2017 Digital & Social Media Conference that the initiatives are an integral part of its latest steps to create low-hassle, personalized travel experiences.

A case in point, she offered, was a 2015 campaign that promoted mobile check-in through the Marriott mobile app: "When we decided...

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