WHAT IT IS?
Marriott Bonvoy — the global hotel loyalty brand — launched a TikTok Travel Challenge where travelers share short videos of their hotel experiences using the hashtag #MarriottBonvoyMoments.
Guests are encouraged to showcase unique stays, behind-the-scenes views, or local adventures, turning everyday trips into mini travel films.
This campaign blends user-generated content, influencer marketing, and digital storytelling, allowing guests to promote Marriott in the most authentic way possible — by showing real experiences.
WHY IT´S COOL?
- 🎥 User-Generated Marketing: Instead of expensive ads, Marriott lets guests create the marketing themselves.
- 🌍 Authentic Connection: Travelers trust other travelers — not corporate ads.
- 💡 Trend-Driven: The campaign uses trending TikTok sounds, travel filters, and short-form storytelling.
- 💬 Interactive Engagement: People can vote, comment, and share — turning travel content into a global conversation.
- 🤳 Influencer Partnerships: Marriott collaborates with micro-influencers who stay at their hotels and post genuine experiences.
WHY IT HAS FUTURE GROWTH POTENTIAL?
📈 Social Media = New Booking Engine: Guests now book hotels they discover through viral videos.
🔁 Sustainable Marketing: Once posted, user-generated videos continue spreading organically.
✈️ Global Expansion: The campaign can work in every country and adapt to local cultures.
💞 Emotional Branding: Marriott isn’t just selling rooms — it’s selling memories and connection.
RESOURCES:
- Marriott Bonvoy TikTok
- Forbes: Marriott’s Digital Strategy Inspires Next-Gen Travelers
- AdAge: How Marriott’s TikTok Strategy Builds Brand Loyalty
George Stefan Poponet
Eva Jannat
Science of the Time