Marriott’s partner in this endeavor, consulting firm Farenheit 212, believes that millennials can best be reached through storytelling that describes the value of product. They appreciate organizations that have strong connections to local communities and respect entrepreneurial talent. Marriott decided to incorporate these ideas in their business a few properties at a time. The chain invited hotel employees and local entrepreneurs to submit concepts for select properties food and drink options to win 60,000 toward their project. Results: A pop-up bar and dinner joint with a picnic theme (RoofNic) in London, an artisanal cheese-and-charcuterie spot serving local beer (Craft + Culture) in Arizona, and a nightclub hosting international DJs (Square) in Dubai. Marriott is not the only brand looking to offer a localized experience. Brands are using property-specific social media messages, image galleries, and experience guides to drive more bookings. User-generated content by guests is one way brands can use to showcase the experiences in their hotels. Get the full story at L2