Date of this Version

4-17-2023

Project Type

Campaign

Rights

default

Abstract

Marriott International is one of the most renowned travel companies in the world. They consider themselves a travel program with hotel brands and experiences. In 2020, at the height of the pandemic, Marriott suffered a great loss of revenue similar to other companies in the hospitality industry. Fortunately, the pandemic also brought along some changes to the American way of life and opportunities for people to travel and work remotely. The number of people who reported being digital nomads nearly doubled in the United States from 2018 to 2021, one year after the pandemic (Patterson, 2022). This new demographic of people is looking for housing in different parts of the world for a few weeks or months at a time. This phenomenon gave Marriott an opportunity to offer a solution to a clientele they have never served before. Marriott can utilize this campaign to implement a system to advertise short-term rental homes to the digital nomad community in hundreds of countries around the world. This campaign report conducted primary research about people’s attitudes and knowledge of the Marriott brand and their willingness to stay in short-term rentals offered by Marriott Bonvoy. This report analyzed the data and developed subsequent objectives with corresponding strategies in order to guide Marriott International to conquer the new target market. This plan identifies the strengths, weaknesses, opportunities, and threats that Marriott should take into consideration while following this guide. The recommendations were meticulous including clear tactics to support the strategies and reach the original objectives. Additionally, this campaign plan also lists the limitations of its use and what factors may have affected the outcome of the primary research. Despite that, this report is successful in providing marketing professionals at Marriott with an elaborate plan to increase brand awareness and revenue from the community of digital nomads around the world.

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