It’s important for any brand to be aware of its audience’s needs and interests. In order to consistently accommodate customers or clients, a brand must stay in tune with both what it is lacking and working. I am thoroughly impressed with Marriott’s Travel Brilliantly campaign, a website fully committed to hearing from Marriott’s guests and understanding what they want. The website has a section where guests can offer a suggestion or idea and give their reasoning why the brand should consider or implement it. Website users can also comment and mark an idea “brilliant.” Not only a forum for guests to submit ideas, the website also highlights the idea winners and the current services already in place based on feedback from guests. The first co-created innovation, inspired by a traveler who stays at Marriott hotels, is a healthy vending machine. I love this idea! The first machine is located in the Chicago Marriott O’Hare. I know when traveling there tends to be a lack of healthy food options unless you have time to sit down and dine. However, in between meetings and conferences, business travelers do not always have time for a full sit-down meal in a restaurant. Most of us turn to a vending machine but end up making quick, unhealthy choices. Marriott partnered with Farmer’s Fridge, a local produce supplier, to create a vending machine with healthy, organic snacks, salads and sides. Who would have thought a vending machine could offer nutritious options? Not me! I hope this idea continues to spread to other properties in the brand. I love the concept of the website and that the brand is listening to what its guests have to say. I am looking forward to hearing other suggestions and seeing the company implement new ideas. — Olivia Falcione, advertising manager