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  • Expanding Marriott Bonvoy® to drive engagement with families


Challenge

Marriott International, already a leading brand for business travel, is dedicated to improving its reputation as a family-friendly destination in APAC. It’s expanding its Marriott Bonvoy® offers to include explorations and experiences that kids dream about.

And while reaching parents is important, driving engagement with kids is essential. Prophet had previously worked with Marriott to create its successful M Passport program, which lets kids collect stamps and stickers at resorts and urban properties and then trade them for perks like ice cream and local souvenirs. Marriott wanted to find additional ways to connect with its youngest guests, creating brand-led experiences that would work across the entire portfolio. Besides building on family-friendly amenities, such as guaranteed adjoining rooms and early check-ins, it wanted to make kids jump for joy.

Solution

Nothing is as welcoming as a familiar face. So Prophet teamed up with the beloved children’s book series, Mr. MenTM & Little MissTM (MMLM), to further Marriott’s mission of raising adventurous world travelers. While the series includes more than 90 characters, we focused on finding the 10 that best align with Marriott’s values, including Mr. Brave and Little Miss Curious.

Prophet created a story behind each of the ten characters, introducing them to children even before arriving at the hotel. To bring the joys of travel to life with age-appropriate messages, we used plenty of digital activations meant to delight. Kids could add MMLM stickers to their WhatsApp messages, for example. And once they arrived on the property, they could create personalized e-post cards from the MMLM characters and find ideas for future family vacations. Besides offering fun and engagement for kids, the activation also created a cohesive visual system aimed at parents, helping them see Marriott as a welcoming place for family-friendly adventures.

Toys are an essential part of the experience, too. Families could collect the 10 customized MMLM plush dolls. And in some locations, Marriott offered families an exclusive thrill, meeting MMLM Author and Illustrator Adam Hargreaves.

Results

The Marriott Bonvoy® and Mr. MenTM & Little MissTM collaboration launched in the summer of 2019, encompassing more than 450 hotels and resorts throughout the region. And it offered a consistent experience for kids across all 13 Marriott brands.

Beyond driving engagement with families, the initiative provided opportunities for participating hotels and resorts to give families a warmer welcome as it expands into this important market. Besides raising incremental revenue, it also builds loyalty across the portfolio and supports key destinations, even as it helps parents raise the next generation of brave, curious and adventurous travelers.

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