Some hotel marketers are adopting a targeted approach

01/10/2013 | HotelNewsNow.com

Several hotel brands are rolling out marketing strategies that target narrower groups defined by culture and ethnicity, this feature says. Marriott International's "For You" campaign, which debuted in September, seeks to appeal to the Hispanic, African-American and lesbian, gay, bisexual and transgender communities. "The tagline is: 'For you, we're Marriott.' We felt it resonated with the customers -- we were really trying to position the Marriott brand as welcoming," said Joanna Todd, a vice president at Marriott International.

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