In one jam-packed weekend in late February, it unveiled a brand new loyalty program (Marriott Bonvoy) with a coordinated worldwide marketing blitz that leveraged big-time sponsorships at the Oscars, World Golf Championships in Mexico, a Manchester United-Liverpool soccer match and the Dubai Jazz Festival as its coming-out content party.

For Marriott, the world’s largest hotel brand, storytelling-as-a-service is a guiding light for its 30 individual hotels, like the Ritz-Carlton, W Hotels and the Westin, with each staying true to its brand but connected to the broader Marriott content strategy of “enabling the stories of travelers.”