Expedia advertises on tv, agglomerates customer eyeballs, and sells them to hotels. You’re not Expedia’s customer either, you’re the product they sell to hotels.
Similarly you’re not a hotel chain’s customer, you’re the product. They sell your eyeballs to the hotel owners that pay them fees to use the brand. That’s why the head of Diamondrock Hospitality, a large hotel owner, calls Marriott Bonvoy members “leads”.
At Marriott, they use the Bonvoy program to get customers to go to their website for hotel needs, and market affiliated hotel owner properties to you. So in a natural extension for Marriott to enter into an advertising deal with Yahoo to deliver ads to
eyeballs Bonvoy members. It’s a new way to monetize their leads.
Marriott International, Inc., today announced the launch of the Marriott Media Network, an omnichannel cross-platform advertising solution for brand advertisers, enabling curated content experiences and offerings to guests throughout their travel journey. To power its network of owned channels, Marriott is exclusively collaborating with Yahoo, an industry-leading unified stack advertising platform.
Marriott will deliver advertising from travel companies looking to sell products to Bonvoy members. This starts in the U.S .and Canada but will ultimately expand worldwide. Bonvoy claims 164 million members, though of course most aren’t active.
You can expect to see “display, mobile, video, email and digital out-of-home (in-room television and digital screens)” ads. Marriott believes their members are going to be high income people who make travel purchases, and this will allow them to earn a revenue premium for their ad inventory.
- Marriott Bonvoy is a list of names, emails and purchase histories that they rent to affiliate hotels for a fee.
- They currently rent out this list to partners like Rewards Network (dining), Chase and American Express (credit cards) and numerous other travel partners. These generally involve getting a commission from member activity and rebating a portion to the member (points) as an incentive.
- Here they’ll just make their marketing channels available to travel providers to advertise through directly.
You should receive marketing emails, as well as ads served up inside the Marriott mobile app and on their website. You’ll see ads on your in-room television as well. Ironically they’ll be earning more off of their member base while delivering less value in return.
(HT: One Mile at a Time)