Gwen Stefani partners with Marriott International as part of its strategic targeting of millennials

Gwen Stefani recently partnered with Marriott International to play an exclusive gig at the newly opened Renaissance Downtown Hotel in Dubai. The night came about as a direct result of the company’s partnership with Universal Music Group, which homed in on Marriott’s dedication to all things rewards. That collaboration means Marriott rewards members can now use points to get passes to concerts.

Marriott wanted the rewards program to appeal to a younger, more millennial focus. An on-site concert series was rolled out, which included James Bay during Art Basel at the Ritz Miami, Imagine Dragons in Bangkok, Ellie Goulding in St Pancras Renaissance London, Demi Lovato at LA Live and Juanes in a premier Santiago property. “We put A-list artists on Marriott and Starwood properties,” in a statement by ad agency UMG .

Another initiative by UMG involved SPG members are able to attend after parties at the Grammy Awards and American Music Awards.

Gwen Stefani