Marriott turns up the volume with “first-of-its-kind” music deal

Marriott turns up the volume with “first-of-its-kind” music deal

Marriott International and Universal Music Group have signed what it calls a “first-of-its-kind global marketing partnership”.

While this isn’t the first time a hospitality group has dipped its toes into the music business to lure visitors, the chain said the Universal deal will be extensive and include exclusive performances, branded video series, social content, music downloads, ticket offers and VIP opportunities for members like a ticket to The Grammy’s without having to cash in points.

The partnership joins Marriott’s 19 brands with UMG music labels such as Capitol Music Group, Def Jam Recordings and Island Records to name a few, which across it has signed artists including U2, Taylor Swift, Sam Smith and Kanye West.

The partnership will premiere live performances for hotel guests at select properties across the globe, and kicks off next week with ‘The Voice Australia’ judge Jessie J performing at the St. Pancras Renaissance London Hotel.

“Our new partnership with UMG reinvents the way we market to next generation travellers,” Marriott International global marketing officer, Karin Timpone, said.

“We are bringing together the global traveller and the universal language of music in order to create and deliver unique experiences. The partnership will also help to amplify the benefits of the Marriott Rewards program for both new and loyal guests.”

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