Marriott International held its inaugural Cultural Game Changers London forum to look in depth at the new age of storytelling and how this informs hotel design, experiential travel and the millennial mind-set.
The forum, which took place on July 8 at The London Edition Hotel, was chaired by author Bronwyn Cosgrave, who led a discussion with a panel of lifestyle influencers.
These included James Gay-Rees, producer of Amy Winehouse documentary, Amy; Lisa Markwell, Independent on Sunday editor; Serge Dive, founder and CEO of Beyond Luxury Media and LE Miami, and George Yabu and Glenn Pushelberg, founders of international design firm, Yabu Pushelberg.
“We are excited to join forces with these remarkable global thought leaders who are working at the forefront of art, design, film, travel and media,” commented Tina Edmundson, global officer, luxury and lifestyle brands, Marriott International.
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“Creating a forum for these influencers to share their ideas has significantly helped us shape our thinking around how we design and create experiences, that enrich the guest stay and their entire journey.
“With our established brands such as Renaissance and Autograph Collection and newer brands like Moxy and Edition, we see tremendous opportunity to connect in a meaningful way with next gen travellers and grow our lifestyle portfolio.”
Yabu and Pushelberg explained how, as part of their design process, they create characters to experience new hotel spaces – a process they applied to Marriott’s lifestyle Moxy Hotels brand.
Moxy Hotels has openings slated for US locations including New York City, San Francisco, Seattle, New Orleans and Chicago, and in Europe in Munich, Frankfurt, Eschborn and London.
Marriott CEO Arne Sorenson However told Hotelier Middle East in May that he is “not ready” to discuss opportunities for the brand in the Middle East just yet.
Referring to his recent documentary film productions, James Gay-Rees touched on the importance and responsibility of storytelling in the context of the broader, cultural conversation.
He commented: “We want to plug into the conversation with responsibility, and so we have to make something we believe in, and at the same time that’s relevant.”
Marriott International expects that 60% of its business over the next four years will come from millennial travellers.
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