Industry NewsBrandsMarriott Rolls Out Category Marketing Campaign for its "Longer Stays" Brands

Marriott Rolls Out Category Marketing Campaign for its “Longer Stays” Brands

Marriott International today announced that for the first time, the company has created a marketing campaign for its “longer stays” category. The “Room for Possibility” campaign spotlights the portfolio’s brands—Residence Inn by Marriott, Element Hotels, and TownePlace Suites by Marriott—and highlights accommodations that provide extra space and amenities for business travelers. The multi-platform campaign is the first from Marriott International since introducing its new loyalty platform Marriott Bonvoy earlier this year.

Residence Inn created the longer stays lodging category in 1975. With more than 1,200 hotels around the world, Residence Inn, Element Hotels, and TownePlace Suites together control approximately 10 percent of the world’s product in the growing segment, with the category accounting for 20 percent of Marriott International’s portfolio as well as 25 percent of its global growth.

Marriott commissioned a qualitative research study to develop the “Room for Possibility” campaign’s creative trajectory. The research showed that travelers are increasingly looking to blend the best parts of being at home with the best parts of being on the road, free from the regular routines of life.

“We believe that when people travel, they shouldn’t have to compromise on the experience. We’ve designed these brands to allow guests the flexibility and versatility to choose how they eat, work, and experience a destination,” said Paige Francis, vice president global brand marketing, Marriott Classic Select Brands. “We know our guests crave the comforts of home as well as the freedom that travel allows, inspiring this campaign to celebrate how business travelers can live their lives while on the road, beyond the business they came for.”

The three brands in the campaign offer three stay experiences. Residence Inn offers spacious suites with separate living, working, and sleeping areas and full kitchens; complimentary grocery delivery service and breakfasts; and outdoor spaces with fire pits. Element Hotels are designed for today’s healthy, active traveler who wants to maintain a balanced lifestyle while on the road, offering an outdoor-inspired design philosophy. TownePlace Suites features personal touches and cheerful details with fully equipped kitchens and Weber Grills outside.

“Room for Possibility” follows the 2017 rollout of Marriott’s first category marketing campaign, “Golden Rule.” The “Room for Possibility” media plan will span the United States and Canada with broadcast, in-flight, in-airport, and digital/social reach. Marriott International collaborated with mcgarrybowen to develop and produce the campaign, with the spots directed by Jonathan Baker and Josh Baker of RESET Content.

RELATED ARTICLES

Omni Las Colinas Completes $33 Million Property-Wide Renovation

DALLAS, Texas—Omni Las Colinas Hotel announced the completion of a $20 million renovation across all 421 guestrooms, including 111 luxury suites, and the Las...

Margaritaville Kansas City Hotel Officially Opens

KANSAS CITY, Kansas—Margaritaville Hotel Kansas City is officially open, as the new resort-style hotel is welcoming overnight guests starting immediately. Located in Kansas City,...

Procaccianti Companies Secures Final Approvals for The Bellevue Hotel in Newport, Rhode Island

PROVIDENCE, RHODE ISLAND—Procaccianti Companies announced that it has obtained all required approvals to develop and construct The Bellevue Hotel, a 91-key luxury boutique property...

Profitability Amid Uncertainty: Why Hotels Rely on Revenue Management Technology

Success in hospitality is often determined by how well a property can plan for what’s to come, but how can hotels hope to navigate...

PwC: 85 Percent of YoY M&A Deals Have Declined in Hospitality and Leisure

PwC reported its Hospitality & Leisure: US Deals 2025 Mid-Year Outlook and found that PE-sponsored H&L deals have decreased 85 percent year over year....

HITEC 2025 Welcomes Nearly 6,000 Industry Stakeholders, Highlights Latest in Hospitality Technology

AUSTIN, Texas—The Hospitality Industry Technology Exposition and Conference (HITEC) emanated from Indianapolis, Indiana, from June 16-19 as hospitality professionals from around the world explored...