Digital Inspo: What Creative Hotels Are Doing Online

Coming up with fresh and creative marketing initiatives is never
an easy task. Hotels all over the world face fierce competition
regardless of their location. Utilizing creative ideas to attract
guests can help hotels stand out in the crowd and help them gain
new and repeat visitors. Our article series, “Digital Inspo: What
Creative Hotels are Doing Online,” dives deep into recent
original campaign ideas developed by hotel brands. This month, we
look at how Aloft Hotels creates interactive mobile experiences
that appeal to music- and tech-savvy travelers.

 

The Campaign

Aloft Hotels, Marriot International’s brand for music lovers
and makers, partnered with Universal Music Group & Brands
(UMGB) to bring artists to their hometowns for live performances as
part of the Live at Aloft Hotels Homecoming Tour. The eight-city
tour included performances by BANKS, Troye Sivan, and Mala
Rodriguez.

In addition to the tour, the hotel brand offered special
amenities for Marriot Bonvoy members. The exclusive experience
incorporated new technology such as voice-activated rooms, emoji
room service, and robot butlers. The brand also collaborated with
British street artist INSA on a mobile AR experience that happened
during each performance on the tour. By providing such an
outside-the-box experience, the brand looked to deepen their
connection with current guests and reach new guests with sharable
social media moments.

The Results

As the need for personalized experiences and services becomes
more apparent in the hotel industry, individualized activations can
be a key feature for guests. Aloft was able to tap into this with a
once-in-a-lifetime musical, digital, and experiential moment for
customers.

This campaign was also a great way to promote the Marriot Bonvoy
loyalty program, as being a member was the best way to get closer
to all the artists and music.

 

Takeaways

Hotel brands need to stay on top of technology trends in order
to reach the next generation of consumers. Gen Z and Millennials
are important audiences to be appealing to now, as their purchasing
power will only increase over time.

By incorporating emerging technology into marketing and
on-property experiences, hotel brands can elevate the guest
experience and reach more of their best guests.

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Source: FS – All – Hotels – News
Digital Inspo: What Creative Hotels Are Doing Online