Travel Brilliantly. This year, these two words burst into the vocabulary. They changed ideas about what we expect when we travel and altered perceptions of how we think about “Marriott Hotels.” All-encompassing in its redesign of the company's signature brand, the Travel Brilliantly campaign launched with captivating advertising spots and with industry-leading concepts such as the Greatroom Lobby design and technology conveniences that guests hadn’t yet realized they’d been craving. In 2013, Marriott Hotels successfully launched mobile check-in, Workspace on Demand, Meetings Imagined, Workspring at Marriott, and the Red Coat Direct app. At the same time, the brand unveiled its innovation lab “The Underground,” in the company’s headquarters in Bethesda, MD, where ideas for the future of travel are created and tested.
One of the most popular elements of the campaign has been its interactive piece, where guests have been asked to share ideas about how to make travel more brilliant. We awarded great ideas and singled out one winner who was flown to London to develop her idea, a nutritious vending machine for travelers, with our chefs and executives. Innovative, interactive, comfortable, modern, stylish, personal, and, above all, transformational. That’s how Marriott Hotels became even more brilliant in 2013.