Starwood Hotels & Resorts makes a big content push

Starwood Hotels & Resorts has collaborated with John Brown Media to Create ‘Momentum’, a digital content hub that travel inspirations to today’s travelers.

With Momentum, Starwood collaborates with John Brown on the content, leaving integrity and authenticity of the articles to editorial experts. The site will introduce guest contributors who are experts in various fields, ranging from music, design, food and technology, to share their knowledge and tips.

The objective of the content strategy is to drive growth to new and established travel destinations in Asia Pacific and to engage consumers in the high growth Asian e-commerce markets.  Starwood aims to be integrated into guests’ travel journeys, on mobile and desktop, from research to bookings. Rather than relying only on facts, features and offers to sell destinations and rooms, Starwood wants to use story-telling to connect with guests.

According to the hotel chain, while marketing budgets continue to grow in digital advertising, consumers have become overwhelmed by irrelevant content and intrusive banner ads, with 91% of Internet users having considered using Ad Blocking software. Hence brands need to find a better way to engage with their target audience by managing multiple interactions, on a myriad of devices and platforms.

As such the latest initiative responds to the growing travel demands and the shifting desire of travelers to go beyond the standard bucket list for more meaningful experiences. By tapping into travel trends and social analytics, Starwood has insights into how to connect with these travelers and inspire them to discover their dream experiences.

Starwood continues to drive loyalty through innovation, including many industry firsts such as SPG Keyless, the industry’s first mobile keyless, entry system. Launched in 2014, SPG Keyless is currently available at more than 160 properties in over 30 countries. The move to content marketing is another way for the company to engage travelers and ensure a strong brand following.