At the JW Marriott Los Angeles L.A. LIVE, two bellmen become unlikely heroes. One follows a stylish guest after she pockets his all-access key card, while the other tails a suspicious duffel at the curb. When the pair stumble onto a heist at an on-property art show, they confront the thieves with a lively blend of dance moves and martial arts—turning a potential disaster into a comedic action sequence.
These suitcase superheroes star in Two Bellmen, the first film produced by Marriott’s Content Studio, launched in late 2014. The 17-minute action comedy debuted on YouTube in March and rapidly attracted millions of views. Around the same time, Renaissance Hotels introduced The Navigator Live, a series of five-minute episodes filmed at properties in New York, Atlanta and Denver. The series pairs indie band performances with the musicians’ favorite local shops, eateries and attractions, while also offering quick glimpses of hotel lobbies, front desks and lounges.
“Brands need to stop interrupting what people are interested in and become what people are interested in,” says David Beebe, vice president of creative and content marketing at Marriott International. Producing entertaining, useful content helps audiences associate those experiences with the brand.
As Marriott embraces innovative marketing, the company is also updating its global portfolio to appeal to younger travelers while maintaining amenities valued by older guests. Enhancements include faster Wi-Fi, more charging outlets, streamlined mobile check-in, and features that reduce friction in the guest experience. Marriott has also been an early adopter of mobile payments and, by this summer, planned to enable Apple Pay at select properties, letting guests complete transactions without a credit card.
“The millennial traveler expects a great experience,” says Brian King, global officer for Marriott signature brands and global sales. “The push to digital across all brands makes things easier. You can check in or out on your smartphone whether you are in Dubuque or Dubai.”
Two brands launched with millennials in mind: Moxy Hotels and AC Hotels by Marriott, both offering keyless entry. Moxy targets budget-conscious travelers who still value style, turning lobbies into lively social hubs anchored by bars and Instagram-friendly digital guestbooks that showcase images from Moxy properties worldwide. “Millennials do not believe they have to sacrifice style and design,” says Toni Stoeckl, vice president of lifestyle brands at Marriott. “Moxy is a brand that is fashionable.”
Moxy debuted in Milan in 2014. Marriott planned thousands of Moxy rooms across Europe and multiple U.S. openings including New York City, San Francisco, Seattle, New Orleans and Chicago. Guest rooms are compact—around 160–180 square feet—but designed to be flexible. U.S. properties incorporate peg walls where guests can hang stowed furniture like folding tables and chairs, allowing travelers to customize the space for work, sleep or socializing.
AC Lounge at the AC Hotel by Marriott New Orleans © AC New Orleans
AC Hotels by Marriott, a co-brand developed with Spain’s AC group, sits a step above Moxy. Launched in Europe and Latin America in 2011, it expanded to the U.S. with properties in New Orleans, Kansas City and National Harbor. AC Hotels emphasize streamlined, European-inspired design: doorless closets with shelving instead of large dressers and in-room connectivity that lets guests stream personal content to the television. The AC Lounge offers specialty drinks and craft beers, and staff often share local tips to help guests explore their surroundings.
“It’s a brand with a European soul that blends attitude with classic modernism,” Stoeckl explains. “Purposeful design can remove friction from the entire day.”
In the luxury tier, Marriott is focusing on experience-driven amenities. “Customers are collecting experiences,” King notes. For example, the JW Marriott Venice Resort & Spa, located on its own island, includes a dedicated Italian cooking school and spa treatments that teach breathing and stretching techniques guests can use long after they’ve returned home. Culinary programming like Chef on Show at JW Marriott gives attendees a sense of place by telling the story behind local ingredients and providing guests with take-home items such as specialty oils or salts.
JW Marriott Venice
Resort & Spa bedroom © JW Marriott
To enhance meetings and events, Marriott launched meetingsimagined.com for Marriott Hotels and expanded it to JW Marriott, Renaissance, Marriott Marquis and the Autograph Collection. The site functions like a visual planning tool for meeting organizers, offering thousands of real-world images that showcase décor, seating arrangements, food and other elements tailored to different event objectives. “The world is becoming more global, visual and technologically savvy,” says Larraine Voll Morris, vice president of global design and development for Marriott’s Future of Meetings.
The Miami Beach EDITION © EDITION
EDITION hotels, a collaboration between Ian Schrager and Marriott, focus on lifestyle-driven luxury with entertainment and amenities built into the property. The Miami Beach EDITION, described as a “next-generation urban resort,” features dining from Jean-Georges Vongerichten, a nearly round-the-clock Market, fine dining at the Matador Room and a Basement level with indoor ice skating, bowling and nightlife that keeps guests on-site for a full resort experience.
Creative marketing, digital initiatives and targeted brand extensions are moving Marriott forward. The company balances trend-driven concepts geared toward younger travelers with amenities and service that appeal to more traditional guests, making the portfolio both contemporary and broadly accessible.
AC HOTELS BY MARRIOTT
Demographic: Leisure and business millennials
Offerings: More than 72 hotels across Europe and the U.S., featuring contemporary European style and high-tech amenities
Highlight: AC Hotel Kansas City Westport features the brand’s signature AC Lounge.
AUTOGRAPH COLLECTION
Demographic: Upmarket business and leisure travelers
Offerings: Over 60 independent properties worldwide emphasizing locally inspired design
Highlight: The Cosmopolitan Las Vegas blends trendy luxury and distinctive style.
BULGARI
Demographic: Affluent, design-focused travelers
Offerings: Three luxury hotels in London, Milan and Bali located in iconic settings
Highlight: Bulgari Milan occupies a renovated palazzo with private courtyards and garden.
COURTYARD BY MARRIOTT
Demographic: Business and leisure travelers
Offerings: 950+ hotels in 38 countries; an upper-moderate tier focused on convenience and technology
Highlight: Lobby GoBoard touchscreens offer maps, weather and local information.
EDITION
Demographic: Well-heeled millennials
Offerings: Properties in London, Miami and New York with signature dining and on-site entertainment
Highlight: The Miami Beach EDITION features bowling, ice skating and a nightclub.
FAIRFIELD INN & SUITES BY MARRIOTT
Demographic: Business and leisure travelers
Offerings: 700+ properties in the moderate tier across multiple countries
Highlight: Complimentary hot breakfast.
GAYLORD
Demographic: Leisure travelers and conventioneers
Offerings: Large resort-convention properties with extensive meeting space, dining and indoor gardens
Highlight: Gaylord National Resort in Maryland is among the largest hotel/convention centers on the East Coast.
GRAND RESIDENCES BY MARRIOTT
Demographic: Second-home and fractional ownership buyers
Offerings: Multi-bedroom residences in select locations with owners’ lounges and daily housekeeping
Highlight: Options include South Lake Tahoe and London.
JW MARRIOTT HOTELS & RESORTS
Demographic: Sophisticated travelers seeking upscale experiences
Offerings: 67 properties in 26 countries offering luxury accommodations and curated experiences
Highlight: JW Marriott Venice features cooking classes and wellness programming.
MARRIOTT
Demographic: Business and leisure travelers
Offerings: Around 500 full-service properties in 60 countries with a focus on technology and convenience
Highlight: Innovations like fresh-salad vending machines at select locations reflect the brand’s “Travel Brilliantly” initiative.
MARRIOTT EXECUTIVE APARTMENTS
Demographic: Executives on long stays
Offerings: Apartment-style accommodations in multiple countries with frequent housekeeping and pre-arrival services
Highlight: Extended-stay amenities tailored for long-term guests.
MARRIOTT VACATION CLUB
Demographic: Vacation owners and families
Offerings: More than 50 resorts and thousands of villas in beach, ski, golf and city destinations
Highlight: Owners use a points system to book stays across diverse resort locations.
MOXY
Demographic: Budget-conscious millennials
Offerings: Compact, stylish rooms and vibrant social lobbies; initial properties in Milan with rapid European and U.S. expansion planned
Highlight: Moxy Milan’s social lobby includes a lively bar and a digital guestbook wall.
RENAISSANCE
Demographic: Frequent business travelers
Offerings: 170 hotels in 40 countries with curated local experiences for guests
Highlight: The Navigator Live series spotlights indie bands and their favorite local spots at select properties.
RESIDENCE INN BY MARRIOTT
Demographic: Business travelers on extended stays
Offerings: 650+ apartment-style suites with full kitchens in multiple countries
Highlight: Complimentary hot breakfast and fully equipped suites for longer visits.
THE RITZ-CARLTON
Demographic: Affluent travelers who expect exemplary service
Offerings: 86 hotels in 29 countries offering luxury city and resort properties
Highlight: The Ritz-Carlton, Macau is the brand’s first all-suite property.
RITZ-CARLTON DESTINATION CLUB
Demographic: Fractional ownership buyers seeking luxury second homes
Offerings: Select destinations that combine ownership with Ritz-Carlton service
Highlight: Properties in Aspen, Vail, North Lake Tahoe and other premier locations.
SPRINGHILL SUITES BY MARRIOTT
Demographic: Travelers seeking spacious suites at affordable prices
Offerings: 300+ suites in the U.S. and Canada with practical amenities
Highlight: Complimentary hot breakfast and suites with pullout sofas and kitchen conveniences.
TOWNEPLACE SUITES
Demographic: Extended-stay business travelers
Offerings: 230 properties in the U.S. and Canada with studio and multi-bedroom suites
Highlight: High guest satisfaction ratings and complimentary breakfast.