Hotel at home: Marriott Bonvoy's foray into Fortnite
Maryland / USA
〰️
Maryland / USA 〰️
W Hotel, Shanghai, China. Image: Kin Lee
TL;DR: Marriott Bonvoy has created a virtual hotel universe in Fortnite to connect gaming and hospitality.
So what? Soon you’ll be able to win Marriott experiences in the physical world through clocking Marriott Bonvoy Land in the digital world.
Global hospitality giant Marriott International have announced the opening of 'Marriott Bonvoy Land' in Fortnite. This marks a significant blend of the hotel industry with the virtual gaming universe, offering players a glimpse into Marriott’s diverse range of hotel brands such as Moxy Hotels, W Hotels & Resorts, Autograph Collection Hotels, and The Westin Hotels & Resorts.
Fortnite boasts millions of active users, a substantial portion of whom are Millennials and Gen Z. Marriott's integration aims to resonate with this tech-savvy, younger demographic, ensuring that the almost century old hotelier and its brands remain relevant in an ever-evolving digital landscape.
Marriott Bonvoy Land in Fortnite. Image: Marriott Bonvoy, Fortnite
MARRIOTT: the first major hotelier in Fortnite
During the announcement, Brian Povinelli, the Senior Vice President and Global Head of Marketing and Brand at Marriott International, touched upon the idea of evolving with the times. “Today’s generation isn’t just limited to the physical. They oscillate between real and virtual worlds effortlessly. We need to be where they are and introduce them to the Marriott experience, even if it's through pixels.”
Marriott International's groundbreaking move sees its signature loyalty program, Marriott Bonvoy, become the first in the hospitality sector to establish a presence in the massively popular online game. Marriott Bonvoy Land offers players a thrilling virtual park that leads to four hotel-themed MiniGames, representing four of the brand's distinct hotels: Moxy Hotels, Westin Hotels & Resorts, W Hotels & Resorts, and Autograph Collection Hotels.
Povinelli compared the escapism of Fortnite to the adventures offered by Marriott Bonvoy. Both entities, according to Povinelli, offer the chance to "unlock new experiences."
There are around 400 million registered Fortnite players worldwide. Image: Unsplash
When did Marriott start exploring digital integrations?
Marriott’s idea to intersect with the gaming universe isn't a spur-of-the-moment decision. Over the past couple of years, they've been keenly observing the rising significance of virtual platforms. With this Fortnite integration, Marriot are testing waters, gauging how immersive experiences in a virtual realm can enhance brand recognition and interaction.
Just as the International Olympic Committee ensures esports align with Olympic values, Marriott has been meticulous in designing their Fortnite experience. Their digital representation mirrors their brand values, offering virtual guests an authentic Marriott experience, albeit with a gaming twist.
The Westin, Maldives. Image: Marriott Bonvoy
The future of immersive virtual travel
Marriott’s venture hints at a future where other brands might follow suit, bringing real-world services into the digital realm. By blending the physical and virtual, they're not only expanding their reach but also offering unique, tailored experiences for the next generation.
By merging with platforms like Fortnite, brands like Marriott are ensuring they stay ahead, appealing to digital natives and making a mark in both the real and virtual worlds.
The W Hotel and Autograph Collection Hotels in Marriott Bonvoy Land. Image: Marriott Bonvoy, Fortnite
Twitch Stream and Marriott Bonvoy giveaways
For those eager to dive into this groundbreaking digital venture, entering Marriott Bonvoy Land is just a game code away.
At the Moxy, players challenge each other with a playful prop hunt, having one player transform into items such as flamingos or bananas, while the other player tries to expose their disguise, all while uncovering a disco, arcade games, and vibrant art along the way.
At the Westin hotel, players will flex their endurance with a race – hopping across yoga mats in the hotel's indoor pool, navigating through the WestinWORKOUT® fitness studio, and blazing past an indoor living wall, complete with Westin Run Concierges cheering them on.
The W Hotel's futuristic facade invites players in to search for a code to unlock a captivating labyrinth, challenging players to follow the music and find their way to a DJ performance on the iconic WET rooftop deck – breathtaking views included.
At Autograph Collection's hotel, players explore a series of rooms inspired by different destinations searching for unique items that echo the brand's Exactly Like Nothing Else mantra. Players who complete all of the games will be rewarded with a fireworks display set against the park's skyline.
In an exciting twist, Twitch streamer Sommerset will be hosting a livestream event on 2 November, where a surprise celebrity guest will join the game. The duo will chat about dream travel destinations and even offer lucky gamers the chance to win real Marriott Bonvoy stays.
Join the Live Streaming Twitch Event in Marriott Bonvoy Land for the opportunity to play alongside a celebrity guest and win physical prizes at Marriott Bonvoy hotels.
