Booking direct on hotels' own websites and loyalty program sign-ups were dominant themes of hotels' TV advertising in 2015 and will likely be in 2016, as well.
Marriott International outspent all other hotel chains in U.S. TV advertising in 2015, shelling out an estimated $47.2 million when considering the top 25 hotel-brand advertisers, according to iSpot.tv.
None of the other chains came close. When considering the top 25 hotel-brand advertisers last year [see chart below] and grouping them by parent, the spending was Marriott International ($47.2 million), Choice Hotels ($29.9 million), Wyndham Worldwide ($17.4 million), Hilton Worldwide ($15.9 million), InterContinental Hotels Group ($12.5 million) and Starwood ($6.9 million).
Top 25 Hotel Advertisers on U.S. TV in 2015
|Brand||National Airings||Estimated TV Spend|
|1. Choice Hotels||22,105||$29.9M|
|5. La Quinta||5,966||$13.1M|
|6. Best Western||15,977||$10.7M|
|7. Residence Inn||5,435||$9.8M|
|9. Motel 6||10,170||$9.5M|
|10. Fairfield Inn||3,363||$9.0M|
|11. Hampton Inn||3,029||$7.3M|
|13. Holiday Inn Express||3,250||$6.4M|
|14. Hilton Worldwide||3,042||$5.6M|
|15. Holiday Inn||1,441||$4.9M|
|16. Aria Hotel||1,960||$3.7M|
|17. Cosmopolitan Las Vegas||354||$3.3M|
|18. Days Inn||1,997||$2.4M|
|18. Disney Aulani||80||$2.4M|
|20. The Greenbrier||123||$1.5M|
|21. Hilton Garden Inn||544||$1.3M|
|22. Crowne Plaza||117||$1.2M|
|24. Embassy Suites||430||$991K|
|25. Homewood Suites||591||$673K|
When it came to individual brands, Choice Hotels spent the most, according to iSpot.tv, contributing $29.9 million in 22,105 national airings in 2015. That’s a little misleading, though, because the Choice Hotels Reunion spot, which features The Clash rendition of “Should I Stay or Should I Go,” touts ChoiceHotels.com and the Comfort Inn, Comfort Suites, Sleep Inn and Quality brands.
Like many brands in 2015 and 2016, Choice’s Reunion spot emphasizes its loyalty program and direct booking on the chain’s website. “When it’s go, go to the new ChoiceHotels.com — the site with the right room, rewards and savings up to 20 percent when you book direct.”
Marriott’s Courtyard brand took second place in spend among the top 25, paying an estimated $15.1 million in national airings on U.S. TV in 2015. That was a little more than half of what Choice Hotels allotted, according to iSpot.tv’s estimates.
In its Viking Ship ad, which has been airing since the Fall of 2014, Courtyard targets business travelers with a little whimsy, a one of the Vikings on the ship dons a ridiculous pink outfit and says, he’s “going for a little dip.”
The narrator of the spot continues, “Sometimes it’s the little things that make a big difference. Courtyard, make room for a little fun.”
In keeping with many brands’ emphasis on their rewards programs, Wyndham’s Wyzard Wedding spot features a wizard who transports some newlyweds to a beach honeymoon — not Reno, as they expected — to create some magic which the husband “earned. With Wyndham brands’ logos appearing in the ad, the narrator states: “15,000 points gets you a free night at over 7,500 hotels. Sign up at WyndhamRewards.com today.”
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Photo credit: An image from Courtyard's 'Viking Ship ad,' which is geared toward business travelers. 'Sometimes it's the little things that make a big difference. Courtyard, make room for a little fun,' the ad's narrator says. Courtyard by Marriott