How Brands Like Marriott And Standard Hotels Cultivate Community Through Group Activations
Harnessing the power of community, brands and establishments are cultivating their own networks for customers that enable sharable and memorable experiences
Brands are enabling consumers to more easily connect by providing access to platforms, tools and spaces that give customers the ability to self-organize events and group activations around shared interests.
These efforts can spark a halo effect that elevates both the brand and the broader community. Brands far and wide are recognizing the significance of not only providing immersive experiences for consumers, but also of bringing people together to spread awareness and emphasize shareable moments.
Hotel brand The Standard introduced an app called Lobby that allows guests to check in virtually and can chat with and make plans to meet fellow guests. Hotel guests who want to play can create an alias on the app and then chat incognito with other guests who are happy to play along. They can send a photo (or a GIF) and even invite a fellow guest to meet up IRL, perhaps in the real world’s hotel lobby. The platform is exclusively available for hotel guests to use during their stay, and all its content disappears upon checkout, leaving no digital trail.
American businesswoman Sophia Amoruso created a professional women’s network, called GirlBoss Community, a LinkedIn-like social platform centered around a feed with profiles for each user, where they can display their resumes. Women can connect with people all over the country about all things career-related.
Bumble x Marriott x Sydell Group’s Line
Marriott’s Moxy hotels partnered with Bumble, a location-based app primarily known for dating and business networking, to designate Moxy hotels throughout the U.S. as “BumbleSpots,” where Bumble app users are encouraged to meet one another. Sydell Group’s Line Hotel are partnering with Bumble around the app’s BFF feature, which encourages the creation of new friendships. The hotel is hosting exclusive brunches, featuring hospitality and talent-driven dining experiences to promote the partnership.
Boutique-like hostels brand Generator created GenFriends, a proprietary mobile app that includes a “swipe” feature to “match” with other travelers as well as the ability to join groups of other guests with shared interests.
For more examples of how brands are enhancing their value to customers with events that foster community, download PSFK's report Cultivating & Encouraging Digital And Physical Fan Communities.