Marriott hotels is making waves as it embraces innovative technologies to propel the future of the travel industry, specifically with the millennial generation in mind.
Marriott understands that millennials are an important audience for their business as they are a part of the future travel industry. They demand authenticity and are well connected with the latest technology. So what did Marriott do to connect with this audience? They used the latest virtual reality technology to connect their lifestyle travel brand with their audience right at home, in their own cities.
The “Get Teleported” campaign launched in 2013 as a rebranding initiative. This campaign allows people to experience 4-D travel through a “virtual travel experience Teleporter” right in the street, without ever leaving the city.
The booth like structure features the Oculus Rift DK2 virtual reality headset, wireless headphones and 4-D sensory elements. This technology works together to simulate a tangible travel experience by “transporting” lucky street goers to exotic destinations around the globe.
Watch as New Yorkers experience an authentic travel experience through virtual travel, right in the street:
Marriott found a way to stay true to their core values as an organization (excellent service, taking care of people, & investing in communities) but also took a forward thinking, technological approach to reach their desired audience through virtual reality marketing.
This campaign successfully created engagement with the millennial audience, reinforcing their brand as a leader in the travel industry. They promoted their global travel destinations through the customers first hand “virtual” experience. The technology allowed Marriott to create tangible experiences that emotionally connected with the participants.
They didn’t stop there! Marriott has continued their efforts with other virtual reality marketing initiatives including:
- VR Postcards
- VRoom Service
- Take a GoPro for a tour
More to follow in a second post!
On-the-Move Marketer 
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