As far as music festival tents go, hospitality company Marriott International has possibly succeeded in designing the most luxurious temporary yurts in the world. Inspired by W Hotels & Resorts in Dubai, Barcelona, Bali and Hollywood — some of the most travel-friendly locations, Marriott's yurts are equipped with fast Wi-Fi, private washrooms and showers, security, as well as a fully stocked minifridge.
Coachella attendees were able to bid with their Marriott points on the music festival tents via the Starwood Preferred Guest Moments site. This is a great example of convergence. Marriott International's stunt did not only strengthen the relationship between the hospitality company and its consumers but it also connected on multiple levels with a youthful, luxuriously inclined and music-loving audience that sought out to interact with the project.