January 19, 2022

Digital Marketing Education

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How Marriott looks at the metaverse for marketing

Amid changing consumer behavior for travel, new variants of COVID-19 like delta and omicron, and ever-evolving health regulations, it’s been a busy two years of navigating new terrain for Marriott International. Now, the hotel company is exploring more newness in virtual reality, following the launch of its first NFT collection.

“We’ve all learned over the last two years how to relate and engage in a more virtual manner,” said Brian Povinelli, senior VP of brand, loyalty and portfolio marketing at Marriott International, on a recent episode of the Marketer’s Brief podcast. How Marriott will operate in the metaverse is still to be determined, he noted, but he can envision marketing uses like a virtual experience for some of its hotel brands.

Marriott introduced its first NFT collection at Art Basel in December, and customers reacted in an “overwhelmingly positive” way, Povinelli said. The hotelier is looking at how the metaverse and virtual goods can be used as a marketing tool to educate customers about its brands.