Why Marriott Continues to Bet Big on Coachella
Yurts make their way to the festival this year
In 2017, Marriott International had an idea for Coachella that no hotel brand before had ever attempted. The brand provided festival attendees and Marriott Rewards members with a chance to stay in one of eight safari-inspired tents. Each tent was created to look and feel like rooms from some of the company’s portfolio of lifestyle brands, including Moxy Hotels and Aloft Hotels.
The activation was a major hit. So much so that Marriott decided to return to Coachella in 2018 for an equally exciting opportunity. Instead of tents, Marriott is offering guests a chance to stay in yurts, a circular tent, decked out with all the essential music festival necessities including Wi-Fi, a private restroom and shower, a stocked minifridge and 24-hour security. Marriott is modeling this year’s yurts on W Hotels & Resorts locations in Dubai, Barcelona, Bali and Hollywood.
“Everything we are seeing now is all about the experiences,” said Ed Horne, evp of Endeavor Global Marketing, which partnered with Marriott on its 2017 activation at Coachella as well as the latest effort. “It is all about elevating the experience and sharing that out socially and digitally with your friends and followers.”
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