Marriott's New Ad Campaign Touts Its Loyalty Program in a Murky Direct Booking Future

Marriott International has long relied on its array of 30 brands to appeal to diverse mix of travelers. But the hotel giant increasingly would like consumers to believe its loyalty program gives them access to a surprising mix of lodging. Its marketers appear to hope that travelers will make Marriott's mobile app their default place to book hotels.

The latest step in this multi-phase messaging campaign came on Monday when the hotel operator launched a TV ad to boost traveler recognition of its loyalty program, Marriott Bonvoy. The ad features a cover version of the B-52s hit "Roam Around the World" and showcases a few different Marriott brands — Westin (fitness!), Moxy (hipness!), and W (elegance!) — to illustrate the wide variety of its 8,000-property portfolio. The ad closes with the image of someone swiping through the Marriott Bonvoy app and finding every hotel brand they supposedly might ever need.

The ad launches this week on linear TV, primarily in sports programs, said Brian Povinelli, senior vice president and global head of marketing and brand. It will continue to run throughout the year and will roll out globally over the next few months, showcasing several portfolio-led and separate brand-led ads.

"We want the next generation of travelers to know that Marriott Bonvoy has accommodations that match their personality and lifestyle — from 30 hotel brands to homes and villas; all-inclusive resorts to apartments…and more," Povinelli said.

The ad's implicit message is that Marriott Bonvoy is a better alternative than b