With its new Content Studio initiative, Marriott is serious about building relationships with content.
Karin Timpone, Global Marketing Officer at Marriott International, spoke last month at the Skift Global Forum.
Timpone came to Marriott from the media business with the goal of turning a hotel company in a content factory. She sees an opportunity for Marriott to use content in new ways to gain new guests and build loyalty.
“It’s huge how important loyalty is to us,” Timpone told Forum guests. “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.”
Over the next three weeks, we will publish in full the presentations and interviews from the Forum. To follow along as they are added, bookmark this page.
Timpone’s discussion “The Rise of Content Marketing in Travel,” touched on where content marketing is now and where it’s heading. It is in full, below.
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Photo credit: Elizabeth Osder (L) interviewing Karin Timpone, Global Marketing Officer, Marriott International (R), at the Skift Global Forum in New York City on October 9, 2014. Skift