Skip to main content

Marriott’s advertising campaign: A new and interesting way to attract attention to a hotel, isn’t it? (By Yi Tien Tsou)

“Make everyone feel comfortable being who they are, everywhere they travel” (“Whoever You Are, Wherever You Go”, para. 1). This phrase has become a slogan for a number of Marriott hotels during the last year. The essence of the chosen ad campaign is to support the ideas and choices of the same-sex couples. Marriott decided to cooperate with a famous photographer, Braden Summers, and introduce certain powerful images of gays, lesbians, transgender representatives, and bisexuals as evidence that cannot be neglected. Several popular models, like Jason Collins and Geena Rocera, were invited to the campaign. It helped to attract many tourists from different parts of the world and make them choose Marriott as a hotel to stay in. However, a question takes place – whether the chosen approach is effective enough not to frighten away those consumers, who cannot understand or accept the role of same-sex relations.
About advertising
Marriott pricing strategies are usually based on promotions and sales campaigns. A hotel should introduce an idea and offer it to the customers in a proper way. The hotel may not use several campaigns at the same time on a regular basis. Hotel managers find it successful enough to create one powerful idea and develop it till it works. The essence of any ad campaign is to share a single idea, attract people, and use it until it helps to sell a product. People have to hear about a hotel, evaluate an idea, and make a decision whether to address it or not. However, an idea offered for a campaign should not be offensive for a person or affect someone’s life. Considering such definitions and peculiarities, the effectiveness of the campaign by Marriott hotel may be doubtful.
About a campaign
#Love Travels and cooperation with Braden Summers help the hotel to have its images on the streets of New York, San Francisco, and Washington (Nelson). Of course, it is wrong to believe that a few people may know about Marriott hotels, still, now, more people know that Marriott is one that supports an idea of same-sex relations. The hotel encourages its guests and travelers to share their emotions, experiences, and stories about how it is to be in a relation with a person of the same sex. It should not be another kind of incommodity to overcome or a challenge to survive. A visit to a hotel should be a chance to tell a story and help other people to understand the life of gays and lesbians in this cruel world.
About the question that bothers
Is it a good idea for a hotel to demonstrate such a bright and powerful theme for discussion? On the one hand, everything seems to be quite normal: people, who face challenges demonstrating their priorities in relations, may find a kind of support in a hotel. On the other hand, it is necessary to remember that there are still many people, who do not want to understand same-sex marriages. They have children and do not want these children know about the possibility to begin relation with a person of the same sex. So, is it justified for a hotel to attract one group of people with narrow-minded interests at expense of another group of people, who do not want to understand the same idea? Is it so effective? In addition, can a hotel put itself under a threat of being called prejudiced with an issue of same-sex relations using this topic for its campaign?



About the Author

Yi Tien Tsou is a student at the Collins College of Hospitality Management, Cal Poly Pomona, with a major in Hospitality Management. He is taking Dr. Kwok's course because I want to learn about sales, adverting, and public relations. This is Yi Tien's second years and second to last quarter before he graduates. Besides going to school full time, Yi Tien is also working at a tea shop called Ten Ren’s Time Tea in Arcadia. 

References: 
Nelson, Sara. “#LoveTravels: Marriot Hotel Social Media Ad Campaign Welcomes LGBT Community.”Huffington Post UK 4 Jun.2014. Web. 24 Jan.2015.
“Whoever You Are, Wherever You Go - #Love Travels.” Marriott News Center 2 June 2014. Web. 24 Jan. 2015.

Comments

Popular posts from this blog

United Airlines pushes economy-class travelers away with a new frequent flyer program

United Airlines just revealed massive changes to its MileagePlus Program. How much a traveler spends on the tickets is the only thing that matters in the airline’s new frequent flyer program.

Not long ago, United quietly switched from a distance-based reward program to a fare-based frequent flyer program. Since 2015, people earn mileages based on how much they spend on the air tickets instead of how far they fly. 

For example, I typically earn about 4,000 reward miles for a round-trip ticket between Los Angeles and Asia, even though the distance of the trip usually ranges from 10,000 to 12,000 miles. Nevertheless, the distance I fly still matters because it will be counted towards the “qualified miles” for elite status. 

Now, the airline wants to take a big step further to (only) reward those top-spending travelers as their elite customers.

The terms used in the current MileagePlus Program

There are four elite statuses in the United Airlines MileagePlus Program, including Premier Silver, …

Promoting student success in the STR Student Market Study Competition

I was in New York City (NYC) over the Veterans Day weekend for the HX: The Hotel Experience 2019, one of the most important trade shows in the lodging industry. Similar to last year’s trade show, the HX 2019 also entailed four components, including HX: The Marketplace, HX: The Conference, Boutique Design New York, and the STR (Smith Travel Research) Student Market Study Competition.  

STR is the leading data analytics provider for the lodging industry. Since its debut in 2015, the STR Student Market Study Competition (the STR Competition hereafter) has received significant attention from the hospitality programs around the world.

This year, over 20 students from the Collins College of Hospitality Management at Cal Poly Pomona traveled to NYC for HX 2019. Moreover, six of them also participated in the STR Competition for the first time.

In the end, the Cal Poly Pomona team won the 2nd Prize among the 25 competing colleges and universities. The other winning teams include Michigan State …

Want a job at McDonald’s? Now, it is as easy as talking to Alexa

McDonald’s Corporation introduced the world’s first voice-initiated job application process called McDonald’s Apply Thru. Now, job seekers can initiate the job application process through McDonald’s Apply Thru by taking to either Alexa or Google Assistant.

How McDonald’s Apply Thru works
The job application process begins with the applicants saying:
Alexa, help me get a job at McDonald’s.” 
or
“Google, help me get a job at McDonald’s.”
Then, the job applicants will need to answer a few basic questions, including their name, job of interest, and the location where they want to work.
Afterward, the job applicants will receive a text message with a hyperlink that will take the applicants to continue the rest of the application process.  
Where McDonald’s Apply Thru serve
McDonald’s Apply Thru is now available in nine countries, including the U.S., U.K., Canada, Australia, France, Germany, Ireland, Italy, and Spain. It will be made available to other countries in the coming months.
Why McDona…