Conference: Oct 5-6
Workshops: Oct 7
Charting the Course: How Marriott Bonvoy Traveler Reset its Content Strategy with Intention
Talia Salem (Editorial Strategist, Marriott Bonvoy, Marriott International)
Jen Stratton (Manager, Global Marketing Operations, Marriott International)
Date: Monday, October 5
Time: 10:00 am - 10:30 am
Pass Type:
All Access, 3-Day, 2-Day, Digital -
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Session Type:
Session
Audience Level:
Intermediate
Track:
Content Strategy
Vault Recording: TBD
Audience Level: Intermediate
This session explores how Marriott Bonvoy Traveler evolved with intention, reinforcing its strategic role in the organization and clarifying its job in the marketplace of travel information. By aligning content strategy to five new message pillars and reassessing performance, the approach shifted away from broad, SEO‑driven content toward more ownable storytelling that better captured the imagination of travelers, provided insight driven information on the Marriott Bonvoy portfolio and supported company priorities. Ensuring these pillars remained flexible made it possible to scale content across broad partners and international boundaries without becoming hyperlocal or fragmented.
The session also examines how rethinking collaboration and shared input across teams created trust, alignment, and better information at global scale. Finally, it demonstrates how intentional frameworks, intake models, and a supporting tech stack made this approach repeatable, resulting in stronger engagement, increased time on site, and higher revenue per customer.
Attendees will leave with practical guidance on how to intentionally evolve content strategy, build predictability through collaboration, and use frameworks to sustain quality and impact.
Takeaway
Evolutionary - How to Intentionally Evolve Content Strategy Over Time: Learn how to realign your content strategy as customer mindsets shift, balancing inspiration, utility, and loyalty while staying aligned to evolving organizational goals
Collaborative - How to Build Trust and a Stronger Global Team: Discover how rethinking collaboration and inviting shared input across partnering teams can build trust, create alignment, and scale content globally without losing momentum or clarity.
Content Ops - How to Build Intentional Systems That Scale Quality: See how intentional frameworks, intake models, and tech stack can enable higher‑quality content through cross‑team collaboration and drive measurable business impact.