Marriott builds Millennial popularity with dedicated festival accommodation
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Marriott builds Millennial popularity with dedicated festival accommodation

Leading luxury hotelier Marriott International is trying something a little bit different – experiential yurts at popular music festival Coachella! The company came up with this bright idea in 2017, when it decked out a selection of eight tents in safari-styled themes. In 2018, it’s bringing the concept back, but this time its kicking it up a gear using yurts, reminiscent of its leading hotel brands and featuring all the luxuries a festival-goer could want.

Over the past 12 months Marriott International’s share price has risen by 43%

graph 1604 marriott

 

SOURCE: Yahoo Finance

The concept proved massively popular last year, hence the company’s dedication to bring even higher standards to bear this year. “Payment” comes in the form of auction-for-loyalty points. It’s a savvy way to get Marriott’s existing younger customers more entrenched in brand loyalty. The yurts will feature wifi, private restrooms and showers, stocked minifridges and 24-hour security. They’ll be modeled, style-wise, on W Hotels & Resorts locations in Dubai, Barcelona, Bali and Hollywood.

Ed Horne, executive vice president of Endeavour Global Marketing, which partnered with Marriott on the scheme, said: “Everything we are seeing now is all about the experiences. It is all about elevating the experience and sharing that out socially and digitally with your friends and followers.”

Jennifer Utz Ilecki, vice president of buzz marketing and partnerships at Marriott agreed, adding: “It really is the right audience for a hospitality company in the sense that these are people with disposable income that will travel for music festivals, they are traveling for their passion points.”

“What we have found over the last few years is that by tapping into those passion points, whether it’s music or spots or some other form of entertainment, there’s an awesome opportunity for us to infuse our brand into the overall experience to just enhance what guests are experiencing when they show up at a music festival or an event.”

Disclosure

Dominion holds Marriott International in its Global Trends Luxury Fund.


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