Ad compaigns target travelers on business

By Marilyn Adams
USA Today

After months of staying home, business travelers are being wooed by hotels and airlines in the biggest marketing blitz since the Sept. 11 downturn.

Airlines and hotel chains say they're seeing early, encouraging signs of a travel recovery six months after the attacks. Marketers are spending serious money — and offering unusual incentives — to get travelers' attention as the closely watched spring season begins.

• Marriott International recently launched a major TV ad campaign targeting business travelers with a reward of two free weekend nights for three stays at any Marriott hotel this spring. Marriott officials say occupancy rates have crept up in the past two to three weeks to 70 percent to 75 percent, up from the 60 percent range during the fourth quarter.

• Choice Hotels, which include the Quality, Clarion and Comfort brands, last month began a TV ad campaign to market its new partnership with American, United, Delta and Northwest airlines. Choice, whose customers are largely leisure travelers, is courting business travelers with triple airline miles for hotel stays. Extended StayAmerica is featuring photos of its "road warrior" customers in print ads.

• United recently launched the costliest springtime ad campaign in its recent history, targeting business fliers at its Chicago hub and systemwide. Delta, Northwest and US Airways rolled out full-page print ads targeting mainly leisure destinations and fares.

The heavy volume of travel marketing now "is atypical" for spring, says Jerry Dow, United's director of marketing communications. "All of us have waited for the appropriate time. We're all looking at different sets of data, but it's all telling us that travelers seem to be willing to get back out there."

Marriott's new campaign features coaches Mike Ditka, Jon Gruden, Lou Holtz and Phil Jackson "coaching" business travelers on their trips. The vast majority of Marriott's customers are on business.

It's the first time Marriott — whose brands include Courtyard, Residence Inn and Fairfield — has used TV to promote a Marriott Rewards offer.

Both Marriott and Hilton also report an uptick in group business from meetings.

"The markets where we're seeing strength are New York, Washington, New Orleans and Hawai'i," says Marc Grossman, Hilton senior vice president.