Coming up with fresh and creative marketing initiatives is never an easy task. Hotels all over the world face fierce competition regardless of their location. Utilizing creative ideas to attract guests can help hotels stand out in the crowd and help them gain new and repeat visitors. Our article series, “Digital Inspo: What Creative Hotels are Doing Online,” dives deep into recent original campaign ideas developed by hotel brands. This month, we look at how Aloft Hotels creates interactive mobile experiences that appeal to music- and tech-savvy travelers.
The Campaign
Aloft Hotels, Marriot International’s brand for music lovers and makers, partnered with Universal Music Group & Brands (UMGB) to bring artists to their hometowns for live performances as part of the Live at Aloft Hotels Homecoming Tour. The eight-city tour included performances by BANKS, Troye Sivan, and Mala Rodriguez.
In addition to the tour, the hotel brand offered special amenities for Marriot Bonvoy members. The exclusive experience incorporated new technology such as voice-activated rooms, emoji room service, and robot butlers. The brand also collaborated with British street artist INSA on a mobile AR experience that happened during each performance on the tour. By providing such an outside-the-box experience, the brand looked to deepen their connection with current guests and reach new guests with sharable social media moments.
The Results
As the need for personalized experiences and services becomes more apparent in the hotel industry, individualized activations can be a key feature for guests. Aloft was able to tap into this with a once-in-a-lifetime musical, digital, and experiential moment for customers.
This campaign was also a great way to promote the Marriot Bonvoy loyalty program, as being a member was the best way to get closer to all the artists and music.
Takeaways
Hotel brands need to stay on top of technology trends in order to reach the next generation of consumers. Gen Z and Millennials are important audiences to be appealing to now, as their purchasing power will only increase over time.
By incorporating emerging technology into marketing and on-property experiences, hotel brands can elevate the guest experience and reach more of their best guests.
