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Variety
  • 6/18/2025
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00:00So during the Aeros tour, for example, can you give us an example of how you collaborated with
00:03Taylor Swift? Yeah, that one was really fun because our traditional model has been use your
00:08points, redeem for something like the Super Bowl, sleep over in the Super Bowl suite. And while we
00:14did that for people who had a lot of points, we also did things like one point drop, right? So we
00:20drove like 500,000 new enrollments to Marriott Bonvoy because younger people said, well, I want
00:25a chance to win, right? And then the other business side of it was, you know, we said we
00:32don't just want to slap our logo on a touring sponsorship, right? We want to be a partner
00:36that does meaningful work for you. And Taylor didn't need us. She didn't need our money really,
00:42right? But what was... I don't know if she needs anyone.
00:44No. What was great is that we were able to extend the fan experience into our hotels. So when people
00:50stayed with us, we had bracelet making stations in the hotel, we helped them with merch sales,
00:56right, on the last show. And then you could come for a weekend for Taylor Swift and then you could
01:02experience all kinds of things like in the restaurants and bars and things like that. So
01:06that was really fun.

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