Marriott’s winning formula: Merging culture, loyalty, and personalisation in its marketing strategy

When one thinks about global hospitality giants like Marriott International, it is easy to picture luxurious hotels and loyalty programmes stacked with perks. But there’s more to the world’s largest hospitality company (by number of rooms) than meets the eye—especially in a region as diverse as South Asia.

Behind the scenes, the company has been fine-tuning its marketing strategies to resonate with a variety of cultures, local nuances, and travel preferences. This commitment to cultural identity, coupled with a keen focus on customer loyalty through Marriott Bonvoy, makes Marriott a marketing powerhouse.

In an exclusive tête-à-tête with Campaign, Khushnooma Kapadia, vice president of marketing—South Asia at Marriott International delves into the brand’s evolving marketing campaigns and how the hotel company connects with the diverse audience across India and South Asia. From celebrity endorsements to personalisation through its loyalty programme, Marriott Bonvoy, the company is working diligently to stay ahead of market trends, while respecting the distinct identities of its guests.

The rise of a new-age traveller

In the post-pandemic world, travel has transformed from a luxury to a necessity, and Marriott has been quick to tap into this shift. According to Kapadia, "travel is no longer seen as a cost, but as an investment in experiences and memories." This growing demand for travel in India and South Asia has made the region one of the fastest-growing markets for Marriott, with travel aspirations at an all-time high.

But catering to these new-age travellers isn’t just about offering a plush room with a view. Kapadia emphasised the tech-savvy nature of today’s tourists, who seek seamless digital experiences during their stay.

“They demand hotels that are not only luxurious but also provide a digitally enhanced, personalised experience,” she told Campaign. With this in mind, Marriott has adapted its properties to be tech-forward, ensuring that their digital presence is as strong as their physical one.

Tailoring brands to local cultures

Marriott’s footprint in India is impressive, with 153 hotels and over 29,000 rooms spread across 17 distinct brands. The company is now gearing up to introduce its luxury lifestyle brand, Edition, with the first location set for Mumbai’s bustling Bandra Kurla Complex.

Globally, the hospitality company’s empire spans 9,000 properties, boasting nearly 1.66 million rooms. In 2023, the company saw its revenue soar to $23.7 billion, marking a 14% increase from the previous year.

One of the most intriguing aspects of Marriott’s marketing strategy is how it tailors its campaigns to the unique cultural identities of its various brands. With 17 different brands under its belt in South Asia alone, Marriott’s approach isn’t one-size-fits-all. The company takes into account regional preferences and nuances while positioning each brand.

Take Moxy, for instance—a brand that Kapadia describes as “for the fun hunter,” catering to younger, tech-driven travellers with contemporary design and entertainment elements. This quirky hotel chain speaks to a new generation, breaking away from traditional hospitality norms. On the other hand, luxury brands like Edition are set to open in India, offering an opulent experience that’s more aligned with high-end travellers.

Marriott also engages in extensive consumer research to ensure that its marketing campaigns hit the right note. “We do geo-targeting because we recognise the fact that the brand may be different for different people in different regions,” said Kapadia. The company conducts focus groups and uses data to craft messages in the correct language and context, ensuring they resonate with local audiences—especially in tier two and three cities where English may not be the preferred language.

Marriott Bonvoy partnered with Ed Sheeran's India 2024 tour as the Loyalty Partner.

At the heart of Marriott’s marketing strategy is its loyalty programme, Marriott Bonvoy. Unlike traditional loyalty schemes that revolve around points for free stays, this one is designed to be more experiential.

“It’s not just an earn and burn program,” Kapadia clarified. “We want Marriott Bonvoy to be aspirational, offering experiences that money can’t buy.”

Loyalty, but not as you know it

In India, nothing captures the imagination quite like Bollywood and cricket, and Marriott has been quick to leverage this deep cultural connection in its marketing efforts. According to Kapadia, celebrities play a huge role in travel trends. “Movies and celebrities speak to aspirational levels, transporting viewers to exotic destinations,” she explains.

Bollywood has long had an influence on Indian travel preferences, with iconic moments like the surge in tourism to Spain following the release of the blockbuster ‘Zindagi Na Milegi Dobara’ in 2011. Kapadia highlighted that celebrity endorsements need to be more than just star power; they must align with Marriott’s brand values and offer mutual benefits.

For instance, Kareena Kapoor’s association with Westin and Karan Johar’s collaboration with Marriott for ‘Shaadi by Marriott Bonvoy’ show how the brand smartly integrates star appeal with its offerings.

(l-r) Actor Tiger Shroff poses with Marriott International's executives Ranju Alex, Khushnooma Kapadia, director Karan Johar and choreographer Shiamak Davar.

Marriott has also built partnerships with big names like Ed Sheeran and Taylor Swift, offering members unique experiences that go beyond hotel stays. For instance, Marriott Bonvoy was the official sponsor for Taylor Swift’s ‘Eras Tour’, and has also been linked with the Australian Open and IPL’s Mumbai Indians.

These collaborations are part of the company’s long-term plan to embed Bonvoy into the lives of its customers, ensuring it remains relevant to the ever-evolving tastes of Gen Z and millennial travellers. Having surpassed 200 million members, it has maintained its status as the largest hotel loyalty programme globally.

But the real magic of Marriott Bonvoy lies in how it strengthens the company’s brand equity. By partnering with high-profile events and personalities, it taps into the aspirations of a discerning audience who value these once-in-a-lifetime opportunities.

Kapadia emphasised that Marriott is committed to being part of every stage of a guest’s journey—from their first stay at a Moxy hotel to their luxury vacations at the Ritz-Carlton. This seamless integration across brands ensures that Marriott remains top of mind throughout a traveller’s life.

Moxy Bengaluru Airport Prestige Tech Cloud.

Navigating a fragmented market

When it comes to managing Marriott’s marketing campaigns in a market as fragmented as India, Kapadia acknowledged the challenges. The launch of the Marriott Media Network in 2022 has helped the brand monetise customer data through targeted advertising, but navigating a diverse market like India requires careful strategy.

“We've become excessively discerning,” Kapadia admitted. Marriott focuses on building networks with ambassadors and influencers who genuinely align with the brand’s ethos. “We want to cultivate a fraternity that is intrinsically connected and engaged with us,” she said, highlighting the importance of authenticity in their collaborations.

The agility Marriott has gained post-pandemic is also a key factor in its success. As Kapadia explained, “Putting too many fingers into various pies will never be the right formula. We'd rather focus on three priorities for our entire strategy outreach.”

As Marriott continues to expand its presence across South Asia and India, it’s clear that the brand’s success lies in its ability to adapt to changing consumer preferences while maintaining strong connections with local cultures. Whether it’s through the tech-savvy Moxy brand or the experiential rewards of Marriott Bonvoy, it is committed to offering its guests more than just a place to stay.

By tapping into local aspirations and partnering with the right influencers, celebrities, and cultural icons, Marriott’s marketing strategy sets it apart in an increasingly competitive market. With more large-scale projects and partnerships on the horizon, it is poised to continue innovating and capturing the hearts of travellers for years to come.

As Khushnooma Kapadia puts it, “We’re not just offering rooms, we’re offering experiences.” And in today’s world, that’s exactly what travellers are looking for.