Marriott is putting together a crack team of global creators who all know how to travel on a budget. The hotel chain has launched an initiative for its Bonvoy rewards program called TikTok Travel Tribe: An influencer group capable of reaching young adventurers via short-form social video.
The creators who partnered with Marriott for its TikTok campaign hail from at least four different countries: France (Camsou), South Africa (Katlego Masupa), Germany (Bennet Behnke), and the United Kingdom (Travelling Tuesdays). Those thrifty globetrotters use their TikTok accounts to teach viewers how to travel on a budget.
They’ll dispense similar advice in their Marriott-sponsored videos, but all of their tips will relate to Bonvoy perks. The TikTok Travel Tribe members visited destinations like Munich, Rome, Cape Town, Bordeaux, York, and Seville. As they hopped from city to city, they got the most out of their Bonvoy memberships; now, they’re showing others how they can “hack” the rewards program.
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@travellingtuesdays Tag a friend you’re doing this with and save this for your trip! You can sign up to Marriott Bonvoy’s loyalty programme through the link in my bio – its free! AD #travel #traveltiktok #york #uktravel #marriottbonvoy @Marriott Bonvoy #worldsmartesttraveller ♬ original sound – Abena
Marriott previously launched a contest on TikTok to find creators who could represent the Bonvoy brand. “Our TikTok travel partners have been instrumental in helping to share some highlights on the range of hotels, destinations and travel experiences that Marriott Bonvoy provides around the world,” said Neal Jones, Marriott International’s Chief Sales and Marketing Officer for Europe, Middle East, and Africa.
“There’s no more rewarding feeling than traveling smart, and when traveling as a Marriott Bonvoy member you can unlock so many opportunities to enhance your travel experience,” Jones added. “Collaborating with these talented content creators enables us to communicate in an authentic and inspiring way with the next generation of travelers.”
Marriott is meeting the next generation on TikTok during a period when travel spending is up. Gen Z’s embrace of the “experience economy” has been well-documented, and Marriott is hoping to recruit Bonvoy members by catering to aspirational young travelers.
The hotel chain is not alone in its quest to master influencer marketing on TikTok. Earlier this week, Pizza Hut attempted to latch onto the girl math trend before it burns out. Marriott is betting that vacation content will have a much longer shelf life than that. As creators continue to cross the globe, some additions to the Travel Tribe may be in order.
