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Marriott innovates at Coachella, lets loyalty members bid on yurts

This Marriott promotion is so much fun. It makes it such a privilege to be a member of their loyalty program. 

Adweek: Why Marriott Continues to Bet Big on These Incredible Pop-Up Hotel Rooms at Coachella, 2018-Apr-12 by Katie Richards

Marriott is offering guests a chance to stay in yurts, a circular tent, decked out with all the essential music festival necessities including Wi-Fi, a private restroom and shower, a stocked minifridge and 24-hour security....

“Everything we are seeing now is all about the experiences,” said Ed Horne, evp of Endeavor Global Marketing, which partnered with Marriott on its 2017 activation at Coachella as well as the latest effort. “It is all about elevating the experience and sharing that out socially and digitally with your friends and followers.”

Instead of paying with real money for the yurts, Marriott opened a bidding platform on SPG Moments on Starwood’s website—Marriott acquired Starwood Hotels & Resorts in September 2016—and let members bid for the rooms using their accumulated loyalty points. The yurts went for as many as 822,500 points. 

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