Up to this point, the chain has not been known necessarily for design-thinking or digital aptitude; in the most recent Digital IQ report, for example, Marriott did not rank in the top 10.
And unlike some of its rivals like Starwood’s W Hotels or aloft, who have been using targeted-to-creatives promotions to boost their brand cachet across demographics, Marriott has not been addressing the changing needs of both Millennials and digital-first, design-savvy, collaborative travelers in general.
The major strategic shift is seen first and foremost in the new, simplified brand identity. Following the cross-industry trend towards clean lines, uncluttered typeface, and iconic imagery, the brand is now represented by a straightforward “M”, sans-type.
Read full story at: http://www.tnooz.com/2013/06/17/news/marriott-steps-unsquarely-into-starwood-territory-with-rebrand-and-co-creation-platform/