Making up 20% of the population, China’s 300 million Gen Z are a powerful consumer force. Over the coming years, Gen Z is expected to become China’s largest consumer group and a key driver of the country’s post-Covid tourism recovery. As such an influential audience, Marriott Bonvoy, the award-winning loyalty program from Marriott International, wanted to connect with Gen Z consumers and show them how it could help them broaden their horizons and enjoy travel experiences far beyond their expectations.

Gen Z is known for both their independence and longing for connection. They have a strong sense of belonging and are highly active in various communities formed by their interests. As the commercial potential of these various interests grows, they represent a new opportunity for brands to engage with Gen Z authentically.

We took full advantage of the partnership by bringing the hugely popular e-sports franchise with Marriott Bonvoy products and services to create a series of online engagement, in-game benefits, hotel products, and exclusive experiences. The result was a first-of-its-kind partnership between the hotel industry and e-sports that showcased Marriott’s leadership in tourism and opened a new chapter for the travel industry in China.

Given the broad appeal of travel, we knew we needed to connect with Gen Z through one of their most shared interests – mobile games and e-sports, a hugely growing industry in China and one almost universally popular with young people. And, most importantly, the one thing they can enjoy on the go or during travel. Through Marriott Bonvoy, we wanted to create bespoke experiences that combined Gen Z’s love of gaming and travel. We partnered with King Professional League, the top e-sports franchise of the famous mobile game Honor of Kings (HOK), becoming its official partner to bring this idea to life and connect with Gen Z in a language that resonates closely with them.

- Brand exposure during competition broadcasts and associated programming

- Bespoke interactive HTML5 pages and prize draws to encourage young e-sports fans to register as Marriott Bonvoy members.

- Exclusive fan game viewing events at Marriott International properties during key HOK key e-sports moments.

- A series of themed hotel products centered around HOK’s star character, Yuji. Products included a special tailor-made gaming space within hotels, an event-themed afternoon tea, and the creation of a special room package with exclusive HOK in-room gaming Wi-Fi and bespoke room card featured by Yuji in more than 188 Marriott International properties across 56 cities.

- A series of exclusive, money-cannot-buy e-sports experiences for Marriott Bonvoy members, including e-sports legends and star teams to coach and play with members. With the sponsorship reaching a crescendo at the year's end, we also offered members the chance to attend the 2022 Honor of Kings International Championship.

By successfully integrating a wide range of assets from across the Honor of Kings universe, we were able to maximize the partnership to drive brand awareness, engagement, and new member enrollment among Marriott Bonvoy's target Gen Z audience. We also generated sales and growth for the business by creating exclusive products, services, and benefits that tapped into the demand of our audience. On top of all this, we catered to existing Marriott Bonvoy audiences by enriching the loyalty program's benefits.

Through the campaign, we delivered the following results:

- Enrollment of over 1 million new Marriott Bonvoy members

- $2.26 Million in Hotel Activation Revenue

- 7 billion media impressions

- The campaign has been showcased in Mintel's China 2022 Travel vacation trends report as one of the innovative solutions for hotel brands to engage with the young generation.