Thread by @Adweek

🏨 @Marriott's Brian Povinelli talked with Adweek's @annmarinovich about how the brand overcame pandemic-induced challenges by initiating an innovative product and marketing evolution. #Brandweek 🏝 adweek.it/Brandweek22

With its vacation property range, Homes & Villas: “We’re not trying to be Airbnb—we’re trying to offer a very curated range of homes and villas that are an extension of what our customers want.”

@Marriott's Brian Povinelli #Brandweek 🏝

Marriott is also introducing more luxury offerings including more all inclusive options and partnerships with Uber to let guests “eat, ride, and stay your way to vacay,” and to promote the range, it has stepped into the creator economy.

@Marriott's Brian Povinelli #Brandweek 🏝

We’re very fortunate to have a large marketing budget, and we can carve out 5% of an innovation fund that isn’t held to the accountability of direct ROI—UGC, TikTok, NFTs (the Marriott Bonvoy NFT Collection) and more.

@Marriott's Brian Povinelli #Brandweek 🏝

300 days, 30 brands: We hired 3 creators to be correspondents, go to Marriott’s hotels and villas across the country, try the Uber partnership, get the credit card and let them organically put it out in their voice and in their way.

@Marriott's Brian Povinelli #Brandweek 🏝

Creator partnerships opened up the ability to react and be quick to market. It used to take time, approval, huge costs, and limited content. We used to in a year create 50 pieces of content, now we create 700.

@Marriott's Brian Povinelli #Brandweek 🏝

Creators give us volume and nimbleness and allow us to be more relevant to our audiences.

@Marriott's Brian Povinelli #Brandweek 🏝