Marriott Luxury Group
YouTube Content Strategy 2025
In 2025, the Luxury Group (Marriott) approached me to craft a fresh YouTube content strategy that aligned with their growing portfolio of luxury sub-brands, from The Ritz-Carlton to St. Regis and EDITION. The goal: increase organic discoverability, drive deeper engagement, and position Marriott as a storyteller at the intersection of travel, culture, and design. We developed a modular editorial framework tailored for both evergreen and campaign content, optimized for SEO, visual consistency, and high production scalability.
The Ask
Marriott’s Luxury Group, encompassing brands like Ritz-Carlton, St. Regis, W Hotels, and Edition, needed a cohesive YouTube strategy to unify their content presence and boost audience engagement across generations. Despite strong brand equity, the YouTube channels were fragmented and inconsistent in reach and voice.
The Challenge
I was brought in to help the Digital Marketing Director to define the YouTube strategy for 2025, including competitor benchmarking, channel diagnostics, content architecture, and actionable recommendations to future-proof the Luxury Group’s digital storytelling approach.
The Solution
I built a high-level strategy deck aligning leaders across 8 luxury brands with a unified YouTube vision. Through competitive benchmarking and a portfolio audit, we uncovered gaps in storytelling, consistency, and channel impact. The solution: launch a unified Luxury Group channel, develop flagship content franchises, and create a clear playbook for architecture, categories, frequency, and amplification, all designed to inspire next-gen travelers and elevate Marriott’s digital presence.
The Outcome
- •Strategy approved at senior executive level across global brand teams
- •Luxury Group now has a clear YouTube direction for unified brand storytelling
- •Internal stakeholders aligned on content goals, editorial structure, and rollout plan
- •Elevated Marriott’s digital creative direction to match its luxury positioning