How Marriott Group uses astrology to promote its hotels and destinations

What if the stars could guide us to our next vacation spot? Marriott has just published a guide for fans of cosmic travel. To compile this trendy travel diary, the hotel group has based it on the four elements of the zodiac: earth, water, air and fire.

In the family of travel influencers, films and TV series were already known to encourage their fans to follow in the footsteps of the natural settings of their favorite characters (jet-setting).

Now we must add astrology and its neologism in vogue on Tiktok, “astrotourism”.

A true guide to life for some or a simple marketing ploy for others, the fact remains that more and more platforms are surfing this quest for meaning and well-being, which is redoubled among Generation Z in a highly uncertain environment.

The Marriott Group is no exception to the rule and is offering a series of destinations that it guarantees are compatible with your astrological sign. Whether you are a fire sign in search of adventure or a water sign drawn to the serenity of the ocean, this is a fun way to boost the Marriott Bonvoy loyalty program.

A Marriott portfolio to (re)discover

The Marriott Group, which owns some thirty hotel brands including the luxurious Ritz Carlton, St Regis and JW Marriott and the lifestyle W and Moxy Hotels, is offering the opportunity this season to rediscover its establishments in the light of astrology.

As early as 2024, one of the group’s Select brands, Moxy Hotels, has partnered with Sanctuary, a mobile app specializing in astrology.

The latter provides an interactive birth chart as well as a personalized psychic reading live and on demand with a daily horoscope. To this end, the application connects users with real professional astrologers, psychics and tarot card readers.

As part of its partnership, the app has provided free personalized recommendations for travel dates, locations and travel companions, specially tailored to Moxy Hotels’ global destinations, for a year.

In particular, the group has published interactive content with playing cards based on its meeting with Lauren Ash, the professional astrologer who works on the app in question.

This year, the Marriott Group is at it again, with content entitled “The Best Destinations for All Astrological Signs”, an angle that is increasingly common in the press, particularly in Condé Nast Traveler.