Courtyard by Marriott is attempting to appeal to the Millennial traveler through a new ad spot which highlights the aspirations and lifestyle of this demographic, rather than simply speaking to the services offered through the hotel chain.
The ad follows a young woman as she travels the world, staying in various Courtyard hotels along the way. The woman's father narrates the clip and speaks to the passion and drive of the young traveler. The clever campaign aligns the hotel's values with that of Millennials, painting the brand as one that prioritizes and understand the adventure and excitement that this "next-generation of guests" values.
The ad concludes with the campaign's slogan, “Passion moves us forward. It’s how you think. It’s how we think.”
Image Credit: Courtyard by Marriott
Key Themes Behind This Trend
- Authenticity in Advertising
- Disruptive innovation opportunity: Brands can differentiate themselves by focusing on showcasing their values and aligning with the aspirations of their target audience.
- Targeting Millennials
- Disruptive innovation opportunity: Companies can tap into the Millennial market by understanding their lifestyle, values, and preferences, and creating advertising campaigns that resonate with this demographic.
- Narrative-driven Marketing
- Disruptive innovation opportunity: Businesses can take a storytelling approach in their marketing to connect with consumers on a deeper emotional level and build a strong brand identity.
Where This Applies
- Hospitality
- Disruptive innovation opportunity: Hotels can reimagine their advertising strategies to appeal to new generations of travelers and position themselves as lifestyle-focused, experiential destinations.
- Advertising
- Disruptive innovation opportunity: Ad agencies can develop creative campaigns that move beyond traditional service-based messaging and foster emotional connections with target audiences.
- Travel
- Disruptive innovation opportunity: Travel companies can leverage the Millennial desire for unique experiences by highlighting the adventure and excitement associated with their destinations.
