How Marriott is Turning K-pop Fandom into a Loyalty Machine
Marriott's approach to loyalty is taking a unique turn, leveraging K-pop fandom to create a loyal customer base.
A Marriott ballroom in Tokyo was transformed into a 'mini Super Bowl' for Enhypen fans, showcasing the company's long-term brand play.
“You should've seen these fans. They knew every word, every move,”
said John Toomey, APEC chief commercial officer, highlighting the dedication of Enhypen's fanbase.
Marriott's 'barbell marketing approach' to loyalty is led by Toomey and Ramesh Daryanani, loyalty boss, who aim to connect with members globally.
Enhypen and Marriott Bonvoy share values such as connecting with their audience and having a global reach.
Author's summary: Marriott leverages K-pop to boost loyalty.
- Marriott partners with K-pop sensation Enhypen
- Unique 'barbell marketing approach' to loyalty
- Global reach and connection with members are key values
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