Marriott International unveils first-ever longer stays category marketing campaign
Marriott International today announced its first-ever longer stays category marketing campaign, “Room for Possibility,” spotlighting the portfolio’s brands that enable business travelers the freedom to maintain their lifestyles, uninterrupted on the road. The integrated effort features Residence Inn by Marriott, Element Hotels and TownePlace Suites by Marriott to reinforce each brand’s unique style and offerings, while highlighting their spacious accommodations that provide the extra space and amenities business travelers desire. The multi-platform campaign is the first from Marriott International since the hospitality industry leader introduced its new loyalty platform Marriott Bonvoy earlier this year.
Residence Inn created the longer stays lodging category in 1975 and has been the dominant leader ever since. With more than 1,200 hotels around the world, Residence Inn, Element Hotels and TownePlace Suites controls approximately 10 percent of the world’s product in the growing longer stays segment, with the category accounting for 20 percent of Marriott International’s portfolio as well as 25 percent of its global growth. These brands are continually listening to research and guest feedback to evolve the brand experience for guests. A qualitative research study commissioned by Marriott International1 was leveraged to develop the “Room for Possibility” campaign’s creative trajectory. While the brands have always designed for more space and a better experience, the research showed more so than ever that travelers are looking to blend the best parts of being at home with the best parts of being on the road, free from the regular routines of life and that is what these brands offer.
“We believe that when people travel, they shouldn’t have to compromise on the experience. We’ve designed these brands to allow guests the flexibility and versatility to choose how they eat, work, and experience a destination,” said Paige Francis, vice president global brand marketing, Marriott Classic Select Brands. “We know our guests crave the comforts of home as well as the freedom that travel allows, inspiring this campaign to celebrate how business travelers can live their lives while on the road, beyond the business they came for.”
“Room for Possibility” follows the success of “Golden Rule,” Marriott International’s first-ever category marketing campaign introduced in 2017.