Marriott International has announced its first-ever longer stays category marketing campaign, Room for Possibility. The integrated effort features Residence Inn by Marriott, Element Hotels and TownePlace Suites by Marriott to reinforce each brand’s offerings.
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. Marriott argues Residence Inn created the longer stays lodging category in 1975.
With more than 1,200 hotels around the world, Residence Inn, Element Hotels and TownePlace Suites controls approximately ten per cent of the world’s product in the growing longer stays segment, with the category accounting for 20 per cent of Marriott International’s portfolio as well as 25 per cent 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 International 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 travellers 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.
Paige Francis, Vice President- Global Brand Marketing, Marriott classic select brands said, “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. We know our guests crave the comforts of home as well as the freedom that travel allows, inspiring this campaign to celebrate how business travellers can live their lives while on the road, beyond the business they came for.”
The three brands featured in the campaign offer three very unique stay experiences. The Room for Possibility media plan will span the US and Canada with broadcast, in-flight, in-airport and digital/social. Marriott International collaborated with mcgarrybowen to develop and produce the campaign, with the spots directed by Jonathan Baker and Josh Baker of Reset Content.