Marriott is pioneering a commerce media network, utilizing its mobile app, websites, and in-room TVs to deliver targeted advertisements to guests and loyalty program members. The initiative aims to leverage Marriott's extensive customer data and reach, following similar approaches by airlines and retailers. Brands like United Airlines and Uber have already participated in initial ad sales trials. Marriott's chief customer officer stated that with a potential reach of 1 million U.S. and Canada rooms, the advertising scale could rival major networks.
"If we scale the platform to the 1 million rooms we have in the U.S. and Canada, our scale might be equivalent to a top-10 network," said Peggy Roe, Marriott's chief customer officer.
Marriott is following United Airlines and retailers like Walmart and DoorDash in monetizing customer data with ad networks.
Advertisers can place ads on Marriott's site and app, in the marketing emails Marriott sends to guests, and on Wi-Fi log-in pages at hotels.
The world's largest hotel company began testing ad sales months ago with brands such as United Airlines, Uber, Visa, American Express's Resy, Amazon's Audible, and Starbucks.
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