Marriott Turns App and Hotel TVs Into Revenue Stream With New Ad Network

Key Points

• Marriott has launched a new media network, allowing advertisers to target guests through its app, websites, hotel TVs, and marketing emails.
• The hotel giant is leveraging guest data to offer targeted ads and premium placements, aiming to monetize its large loyalty program and affluent traveler base.
• Marriott is currently limiting ad inventory to the U.S. and Canada, with plans for global expansion, and is focused on maintaining guest experience by restricting certain types of ads.

Summary

Marriott has become the first major hotel group to launch a commerce media network, turning its digital channels and hotel TVs into advertising platforms for major brands. By leveraging the data of its extensive guest and loyalty program base, Marriott offers advertisers targeted access to travelers through its owned screens and digital partnerships, including placements on Instagram. While the initiative presents significant revenue opportunities, Marriott is prioritizing guest experience by limiting certain ad categories and currently restricting ad sales to hotels in the U.S. and Canada, with plans for future global expansion.