Marriott brings in live music to woo millennials

The Marriott brand image may be many things — global, efficient, clean, uniform, and often pricey — but until recently, it certainly wasn't hip, young, or sexy. CEO Arne Sorenson, who took over from Mr. Marriott in 2012, is trying to change all that.

Taking a cue from smaller hotel brands, like Starwood's Aloft, which have begun hosting local and lesser-known musical acts in their lobbies, Marriott is using its global clout and resources to kick it up a notch. The hotel company is partnering with the world’s largest music company, Universal Music Group, to bring established and up-and-coming musicians to its hotel lobbies.

The target is the ever growing population of millennials, who are beginning to transform the travel industry with ever greater spending power ($226 billion expected this year, $1.4 trillion by 2020) and social networking power. By 2020, they are expected to make up a third of business-room nights in the United States.

For Wolfgang Lindlbauer, chief discipline leader of global operations at Marriott International, the concerts also represent the rethinking of marketing philosophy. He told Fast Company:

"The trademark of the boomer was that they wanted familiarity, safety, and comfort. What we’re finding is that the next-generation consumer wants the exact opposite of what we’re delivering."

Karin Timpone, global marketing officer, Marriott International, agrees, stating in a press release:

"Our new partnership with UMG reinvents the way we market to next generation travelers. We are bringing together the global traveler and the universal language of music in order to create and deliver unique experiences

The first show is scheduled for June 30 at St. Pancras Renaissance London Hotel with English singer and songwriter Jessie J., followed by a series of shows at Marriott hotels on five different continents.