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0:04
We are going to
specifically think of
Marriott's latest
Bonvoy advert campaign,
and why we're looking
at that because
that does affect in many ways
the seven piece of how
Marriott approach rather the
seven piece of marketing.
Marriott Bonvoy is
a loyalty program
that depending on the days
that you spend at the hotel
you get more benefits and
this starts with silver,
which is the basic entry if you
stayed at roughly 10 nights
a year moving on to gold
for 25 nights over a year.
If you stayed 50 or more room
nights a year you move
on to platinum and
then for 75 nights you move
on to titanium and finally
their ambassador is
100 or over 100 nights
you will get that latest.
If you think about it that's
one third of your year of life
almost to get the ambassador
level with Marriott.
1:06
Let's think about the product of
Marriott and how
they're trying to
use Bonvoy the advert campaign
touching on the seven piece.
In terms of product,
Marriott has 30 hotel
brands cause from luxury all
the way to extended stay
and if we look at
some examples of
the brands in the luxury sector,
JW Marriott, Ritz Carlton, or
the Bulgari are some of
those luxurious examples.
They then have the
premium category brands
such as Marriott Vacation or
Marriott Hotel and
Resorts and they have
a mid-range brand or they
call it the select brand.
Fairfield Inn, Protes,
Four Points by Sheraton
are some examples.
They have also done
pretty well in
the extended stay if we think of
Marriott executive apartments as
an example and then they
have their collection.
Autograph is an example or
Design hotels is another
example of Marriott brands.
