Case Study: Marriott achieves media-company transformation and boosts bookings and revenue with Contently

Inside Marriott’s Incredible Money-Making Content Studio

Marriott, facing plunging engagement with traditional advertising and a need to connect with next‑generation travelers across 19 global brands, set out to transform itself into a media‑minded company. The challenge was to unify fragmented marketing teams, move faster on real‑time digital opportunities, and build deeper customer relationships that drive bookings and lifetime value.

Marriott responded by building M Live — a glass‑walled content control room and global Content Studio staffed with media veterans — and partnering with creators to produce shows, short films, a digital travel magazine and quick‑turn social campaigns. The approach delivered rapid results: Marriott Traveler drove roughly 7,200 room bookings in its first 90 days, a film‑related promotion generated $500,000 in hotel revenue, French Kiss reached over 6 million YouTube views, a Times Square campaign drew 10.5 million viewers and 4.5 million Twitter impressions, and the program unlocked licensing deals and faster approval cycles for real‑time marketing.

Marriott

David Beebe

Vice President of Global Creative