With the borders still closed, many Americans are using this time to explore their own country, with many opting to travel to some of the breathtaking National Parks that the United States has to offer.
In order to capitalize on this travel and to continue to promote the natural beauty, Marriott partnered with National Parks, offering promotions and discounts on all of its locations that surround the country's 419 parks. For this campaign, Marriott is focusing its attention on its massive consumer base which consists of 100 million Bonvoy loyalty program members who are now being encouraged to travel and explore the country's National Parks.
According to Marriott, during this time the majority of its growth can be attributed to drive-to leisure destination trips.
National Park Hotel Promotions
Marriott is Partnering with U.S National Parks to Offer Discounts
Trend Themes
1. Drive-to Leisure - The growing trend of drive-to leisure destinations could open opportunities for businesses in the tourism industry to focus on attractive outdoor sites, providing lodging and outdoor activities.
2. Domestic Tourism - With the closure of borders, domestic tourism is likely to attract more travelers, offering a potential for the hotel industry to partner with other tourist attractions.
3. Loyalty Programs - Expanding loyalty programs and offering incentives to the members could help hotel businesses to recover and bounce back from the pandemic.
Industry Implications
1. Tourism - More people are exploring national parks as a result of travel restrictions and businesses in the tourism industry can take advantage of this trend by promoting outdoor sites and partnering with other tourist attractions.
2. Hotel - Hotels can collaborate with national park businesses and promote their properties and loyalty programs to the local and domestic tourists as well to bounce back from the pandemic.
3. Outdoor Recreation - The growing trend of drive-to leisure spots and domestic tourism could create opportunities for businesses in the outdoor recreation industry to offer activities in national parks and other attractions.