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 MECTremor 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.

adage_200x200This story originally appeared on AdAge, a Skift content partner.

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