Marriott Discovers Children Play an Active Role in Family Vacation Planning
Children have more time and are often more adept at discovering content online than their parents. The message for travel companies is to create content that speaks to a younger audience, it could still lead to later sales.
When Marriott International embarked on a video ethnographic study of how families plan vacations, it assumed the grownups did all the planning. But it discovered things work more like a democracy — or at least a corporate hierarchy where moms as CEOs rely increasingly on kids as “chief information officers” to gather information online about things to do.
Brian King, the hotel chain’s global brand officer, shared with Advertising Age some of the insights he gathered — with help from MEC, Tremor Video and Sonic Rim – in this video interview prior to his Oct. 6 presentation at the Association of National Advertisers Masters of Marketing conference in Phoenix.
This story originally appeared on AdAge, a Skift content partner.
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