Marriott Hotels & Resorts
Helping Gen Y Travel Brilliantly
Marriott wanted to drive relevance amongst younger travellers, encouraging them to connect and choose their hotels.
We researched and identified five Gen Y tribes based on lifestyle, behaviours and preferences. We found a leader from each tribe – someone who had influence and a strong peer-group following and co-created an ideal hotel room for each group.
Tribe leaders battled for the most engagement and the most popular room was installed at Westfield White City as an interactive experience that engaged the brand’s target audience further.
The campaign successfully grew Marriott’s younger loyal travellers in the UK, and as a result the activity was rolled out across all European markets.