The COVID-19 pandemic and subsequent aftermath has pushed the travel industry to pivot their business models to stay afloat, including the Marriott International. The hotel chain understands the shifting needs of consumers in the new social distancing world and launched various virtual initiatives including a live-streamed DJ party, a master chef cooking series with exclusive recipes, and curated messages of hope on social media.
In addition to these engaging at-home entertainment efforts by the Marriott Internation, the brand also launched the charitable Rooms for Responders initiative that provides free or discounted rooms across the globe for front-line responders supporting those affected by the COVID-19 pandemic.
Lastly, for travelers unable to travel due to the outbreak, the hotel chain is offering flexible date changes and refunds.
Image Credit: Marriott International
Key Themes Behind This Trend
- Hotel-branded Virtual Events
- Marriott International is pioneering the trend of hosting virtual events to engage consumers at home during the pandemic.
- At-home Entertainment Initiatives
- Marriott International is leveraging virtual experiences like live-streamed DJ parties and master chef cooking series to entertain consumers stuck at home.
- Charitable Initiatives for Front-line Responders
- Marriott International's Rooms for Responders initiative offers free or discounted rooms to front-line responders supporting pandemic relief efforts.
Where This Applies
- Hospitality
- The hospitality industry can explore hosting virtual events and at-home entertainment initiatives to generate revenue and engage with customers during travel restrictions.
- Entertainment
- The entertainment industry can collaborate with hotel chains to create engaging virtual experiences and attract a wider audience base.
- Non-profit
- Non-profit organizations supporting front-line responders can partner with hotel chains to provide accommodation through charitable initiatives.
