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Uploaded: 2024-08-22T20:57:16.712Z
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Brands have a chance to reach travelers throughout their journeys, and that includes personalized interactions during hotel stays, as Elizabeth N., head of Marriott Media Network and global ad revenue at Marriott International, discusses in this interview at the #BeetRetreat Berkshires with Beet.TV contributor Rob Williams. Special thanks to Magnite, Mastercard and TransUnion for sponsoring our series. Visit Beet.TV for this video (https://lnkd.in/eHb4cfKE) and much more! Reserve your spot for the Beet Retreat Santa Monica, Nov. 13-15 🌴 https://lnkd.in/enYJtwfw

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When you think about media networks and commerce media networks, I think there are two things that really stand out on why Marriott media network is really important to be the first in the space because we have 32 plus amazing brands reaching a multitude of guests and consumers throughout the travel journey. And I'm really excited about our omnichannel experience across display, mobile, as well as newly launched email as well as, as we move in the future content integrations as well as in room opportunities like our televisions. >> Yeah, I'd like to hear more about that. It sounds like, yeah, you have a real opportunity to reach an audience with undivided attention. >> [LAUGH] >> Well, I do think I'm a traveler, I'm a mother, but the way I travel when I'm not with my family is very different. So I think it's important to think about those types of audiences and the diversification. Because when you're staying at a courtyard, it's a very different experience from staying at the St. Regis. So that type of personalization is really crucial to reaching a guest throughout their journey. >> Yeah, no, I'm a big fan of your brands and it is reassuring to check in and then look at the TV and see a welcome message. [LAUGH] So now what else could you tell us, though, about how, what differentiates you? There's been an explosion in retail media networks, as you're aware. But I think what's fascinating about what you're doing is that it's in the hospitality space and you have a lot of information that maybe other retail networks don't have. >> Well, I think there's two sides of that question. Right? We do have a breadth of brands and how we're targeting against that, whether it be on our owned and operated and soon to be offsite and on site. We're thinking about how we can enhance the consumer journey and really solve for those nuances of travel. Because when you think about on the publishing side and the amount of inventory, when just for example, marriott.com. So we have our ads on all the courtyard pages as well as our WiFi portal when you're signing in to log in in your room. So I think it's important to really say, okay, we know that this person is here at this hyper local location and we could help them throughout their journey. For example, I'm a mother and when I go to stay at a hotel, I'm gonna tell you, my kids make me forget something. And if I know that there's a cv's 0.3 miles down the block, I'll be able to really solve for that consumer and their journey. Yeah, you make a great point there because, yeah, oftentimes people, when they are traveling, they are looking for things to do. But it's not only that, it's also opportunities for major brands just to build awareness. Maybe you could tell us just about all the facets or all the types of industries that this could apply to. >> Absolutely, so we're seeing a lot of auto entertainment like Disney+ running, because when you're traveling, there's just so many things pre-during and post travel that you're utilizing, whether it's getting Bose earbuds. So it's really just a way for us to be like a concierge with you throughout your travel journey. Well, is there anything else that you can tell us about what you're doing? I mean, you also have a loyalty program. Maybe you could tell us how that works with your retail network or commerce network, excuse me. [LAUGH] >> We just hit over 200 million Bonvoy users, which is an incredible milestone. So we're really just trying to personalize their experience and support them through their journey while incorporating brands that really are aligned to our goals and the curation of the client. So really excited for the future of the Marriott media network as we're focusing on, on property activation, that one on one experience within our hotel rooms. And here I've been hearing this term retail tainment, >> [LAUGH] >> Well, anyway, just tell me, what is it? What does it mean? >> Well, I think for Marriott, the future, right, we have a beautiful content team storytelling. How could we immerse our advertising opportunities within the storytelling? We have stories that Annie Granatstein and her team put forward. And what a way to speak to consumer about the power of travel and incorporate that there. But then take that to a different level. Other partners perhaps, that we could bring on with that entertainment within the televisions and the digital screens. So we're not quite there yet, but we're excited to explore more. >> Well, great. Elizabeth, this has been really informative and I really appreciate you spending time with us. Looking ahead, is there anything that we should be aware of or anything you're excited about or perhaps keeps you up at night? >> I just want to make sure that we're having the ease of operability for our brands. So working with multiple of demand partners so that they can connect into the Marriott media network is really important. And whether that be through direct or programmatic channels,

Matt Wurst

CMO, Creator, Consultant, Catalyst for Connection & Community. (Also: Pioneer, Pragmatist & Provocateur.)

2mo

Love seeing how Elizabeth N. and Marriott are thinking about the opportunities to make connections in new ways. This is what it’s all about! Content + Channels + Commerce + Community

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