Karin Timpone, Global Marketing Officer at Marriott International, spoke today at the Skift Global Forum.

Timpone, who earned her marketing chops in the media business before joining the travel industry,  has a goal of turning a hotel company in a content factory.

Timpone’s discussion, titled “The Rise of Content Marketing in Travel,” touched on where content marketing is now and where it’s heading. Here are 3 things we learned:

  • “It’s huge how important loyalty is to us, it’s not as much about getting a transaction with a customer as it is about developing a relationship with guests. Content isn’t about a series of transactions made at a property, it’s about the stories they’re able to tell.”
  • “We introduced Marriott’s Global Content Studio last Monday, and it’s really become very clear to me that this is really a moment to connect with consumers in a way that is deeply, fundamentally engaging with them that they can pass along.”
  • “It’s not just the distribution that we control on our own social channels, we’re also collaborating with folks who have their own large social followings, and this drives an enormous amount of traffic.”

Keep track of all the activity at today’s Global Forum by bookmarking our #skiftforum tag.

Photo Credit: Karin Timpone (right) and moderator Elizabeth Osder speaking at Skift Global Forum in New York City on Oct. 9, 2014. Skift