Marriott steps (un)squarely into Starwood territory with rebrand and co-creation platform
Marriott Hotels, with over 500 properties in nearly 60 countries, has unveiled a full-on rebrand and rethink of its global positioning.
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.