Marriott Used Video Who is Calling Shots in Vacation Planning

How Marriott Used Video to Discover Who’s Calling Shots in Vacation Planning

Mom is Still CEO, But Kids are Chief Information Officers

By: Jack Neff

When Marriott International embarked on a video ethnographic study of how families plan vacations, it assumed the grownups did all the planning. But it discovered things work more like a democracy — or at least a corporate hierarchy where moms as CEOs rely increasingly on kids as “chief information officers” to gather information online about things to do.

Brian King, the hotel chain’s global brand officer, shared with Advertising Age some of the insights he gathered — with help from MEC, Tremor Video and Sonic Rim — in this video interview prior to his Oct. 6 presentation at the Association of National Advertisers Masters of Marketing conference in Phoenix.

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