In a new episode of Pitch BrandTalk - a video series that engages with the senior management of brands to churn out innovative insights - Pitch delved into the recent partnership between Marriott Bonvoy and Ed Sheeran’s Mathematics India tour with Khushnooma Kapadia, Vice President - Marketing, South Asia, Marriott International. Kapadia sheds light on the objectives behind this initiative, its alignment with the company's overarching marketing strategy, and the insights garnered from similar partnerships. She also discusses in detail the brand’s engagement with loyalty programs and the evolving trends in the Indian market.

For the unversed, Marriott International had partnered with Ed Sheeran's Mathematics India tour as a loyalty partner for the Bonvoy property. According to Kapadia, “The objective of partnering with Ed Sheeran was to amplify the brand visibility and provide authentic experiences to our Bonvoy members. This partnership allows us to offer 'Money Can't Buy' experiences, which is the essence of what Marriott Bonvoy is all about." She mentions that such partnerships provide unique and exclusive experiences to members, enhancing member experiences and brand visibility. When asked: why Ed Sheeran’s tour in particular, Kapadia responded by saying it’s a huge platform.

Reflecting on the success of previous partnerships, Kapadia highlights the positive response and key insights gained, saying, "Our partnerships in the past be it with Mumbai Indians or recently the global partnership with Taylor Swift’s eras tour have been a phenomenal success. As a brand, we are venturing into diverse spaces to connect and engage with our audiences, providing them with exclusive access to experiences they would otherwise not have. With our loyalty programs, for example, members get access to the VIP Lounge and who wouldn't want to be a part of something like that for something new and at the scale of an Ed Sheeran concert."

Targeting a broader audience, Marriott aims to resonate with the younger generation through strategic partnerships across different entertainment sectors. Kapadia explains, "India is unique and peculiar in terms of what resonates with the audience. There is cricket, Bollywood, and now a growing interest in international music. By partnering with large-scale events and platforms, we aim to provide exclusive and unforgettable experiences to our Bonvoy members."

Diving deeper into the growth trajectory of loyalty programs in India, Kapadia discusses the trends and factors driving this evolution. She states, "Travel has become an investment for families, people want to invest in creating memories and garnering experiences. Our loyalty programs offer incredible benefits, where apart from the basics of loyalty programs like redeeming it for night stays, we allow members to earn points not only through hotel stays but also through dining and other activities."

On resonating with younger audiences, Kapadia emphasises the importance of forward-thinking strategies and digital engagement. She says, "We have been working with a millennial mindset for a long time, focusing on digital strategies and evolving our product offerings to appeal to the new generation."

Discussing experiential offerings and consumer preferences, Kapadia mentions, "Consumers today are not loyal to one experience. We offer a plethora of experiences, from sports partnerships like the Australia Tennis Open to entertainment partnerships with artists like Taylor Swift and Ed Sheeran. Our goal is to provide a variety of experiences that resonate with our diverse audience."

Looking ahead, Marriott International aims to continue its aggressive marketing initiatives and strategic partnerships to solidify its position in the hospitality sector. Kapadia hints at ambitious plans for the brand's future, focusing on member acquisition, engagement, and enhancing the Bonvoy loyalty program.