Marriott's ad network slowly rolling out plan to target hotel guests
Based on high demand from advertisers, Marriott aims to create something appealing for guests and it's profits, but it will take time
In May 2022, Marriott unveiled the Marriott Media Network, aiming to enable non-hotel marketers to place ads across its website, app, guest marketing communications, and eventually on in-room TVs and digital screens in lobbies.
Key takeaways
- Which advertisers would be interested in targeting travelers who are actively planning or embarking on trips? Primarily, other travel brands would find this opportunity enticing.
- Yet, the majority of online advertising expenditure currently originates from online travel agencies and rival hotel groups. It's challenging to envision Marriott promoting Expedia and Hilton messages to its guests and loyalty program members.
- Additionally, vetting advertisers poses a challenge. For instance, if a hotel is hosting a convention, the group that booked a block of rooms may not appreciate competitor or political ads appearing on the hotel's lobby screens.
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