Terri da Silva Discusses Marriott Bonvoy’s New Initiative and Travel’s Transformative Power…
It’s not every day a marketer gets to work on a campaign that’s a reflection of their own values. For Terri da Silva, Vice President, Global Head of Portfolio, Brand and Content Marketing at Marriott International, that alignment came to life this spring with the launch of Marriott Bonvoy’s new global brand platform and campaign: “Travel Shapes Us.”
At a time when much of the industry still relies on polished room shots and luxury images, Marriott Bonvoy is flipping the script by emphasizing how travel deepens our connection to the world and leaves an indelible mark on our identity. The brand’s new creative direction doesn’t focus on the stay, but rather on what stays with you.
A Belief System
At its core, this initiative is more than marketing; it reflects a belief system.
Marriott Bonvoy demonstrates that the most valuable part of any journey isn’t what you bring back in your suitcase, but what you carry forward from those experiences. With this new initiative, Marriott Bonvoy has shifted away from the traditional hospitality playbook. Rather than showcasing rooms or amenities, the campaign focuses on the deep, emotional imprint that travel leaves behind.
The campaign’s hero film, “You Are The Greatest Souvenir,” doesn’t spotlight marble lobbies or infinity pools. Instead, it’s an ode to travel’s transformative power—how the people we meet, the places we experience, and the perspectives we gain can shape who we become.
For Terri da Silva, this wasn’t just a smart strategy. It was deeply personal.
“The reason I joined Marriott International three years ago was because I believe in the transformative and multiplying power of travel to change individuals, communities, and therefore the world.
Travel shapes us. It’s certainly shaped me, and hopefully I’m a better person, friend, and leader because of it.“
… Terri da Silva
The campaign, developed in partnership with Wieden+Kennedy New York, captures Marriott Bonvoy’s evolution by focusing on the profound, identity-shaping moments that travel brings. It shows how the people we meet, the places we experience, and the perspectives we gain can shape who we become.
View the campaign’s hero film, “You Are The Greatest Souvenir,“ created as an ode to the transformative power of travel.
The campaign launched on April 5 and rolled out across a variety of high-impact events, starting with the NCAA® DI Men’s Final Four® and DI Women’s Championship games, alongside other major sports and entertainment moments on linear TV. Travel Shapes Us is also featured on streaming platforms like Netflix and Hulu, as well as in major airports and on United Airlines flights.
Live Tourism & Bringing the Bonvoy Ethos to Life
Marriott Bonvoy is embracing the growing trend of Live Tourism—the concept that today’s travelers are seeking real-time, emotionally charged experiences rather than just destinations. Building on its success with experiential marketing, including a partnership with Taylor Swift that drew over 500,000 new Bonvoy members, the brand is now aligning with major cultural moments to deepen loyalty and engagement.
Recent partnerships with Beyoncé’s Cowboy Carter tour and Shaun White’s new winter sports league reflect Marriott’s commitment to placing travelers at the center of the action. The strategy isn’t just about spectacle—it’s about personalization. By understanding member interests through viewing behavior and preferences, Marriott can surface tailored experiences, such as highlighting its 40+ Michelin-starred restaurants to food-focused audiences. The goal is to bring travelers into the Bonvoy ecosystem, get to know them better, and connect them with unforgettable moments that inspire both travel and loyalty.
To learn more from Terri da Silva about the inspiration for this new Marriott Bonvoy initiative, watch the video interview on Internationalist Marketing TV (IMTV) on YouTube by CLICKING HERE.
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In our conversation, we discuss the following:
- Would you tell us about the inspiration for the “Travel Shapes Us” campaign and what it means to you personally?
- The new campaign significantly departs from traditional hotel advertising, typically showcasing amenities like pools, restaurants, and luxe rooms. How will you gauge its success? More Bonvoy members? More booked nights? Or something else?
- Do you tailor various initiatives for local markets, particularly with this new Bonvoy campaign, or is it all truly global for consistency across all travelers?
- Your role is the Global Head of Portfolio for Brand and Content Marketing. With more than 30 leading brands, 9000 properties in 141 countries and territories across the spectrum of luxury, premium, select, and longer stays, how do you manage it?
- Talk about the significance of “live tourism.” Is it mainly for younger audiences?
- Many marketers talk about the speed of culture and responding to “cultural moments” or how brands can “create a movement.” Is this wishful thinking or part of the new fundamentals of branding?
- On another “philosophical” issue, do you think marketing is at an inflection point? What are the biggest challenges facing brands… and are they different from a decade ago?
- Your marketing career has been wonderfully varied—from banking to CPG to more sustainability and purpose-driven roles, and now travel. Are there fundamentals that work across all that experience? Or do you meld past learning into new categories
- Finally… in closing… Are you the sum of every trip you take? Is travel the best way to discover more about yourself?
Listen to Terri da Silva discuss the thinking behind “Travel Shapes Us,” and to The Internationalist’s entire Trendsetters podcast series here on iHeartRadio’s Spreaker or wherever you download your podcasts.
Redefining What Travel Really Means…
The campaign marks a strategic evolution for Marriott Bonvoy, the travel loyalty platform of Marriott International. With a presence in over 10,000 global destinations, 30+ hotel brands, and a loyalty program that spans everyday stays to once-in-a-lifetime experiences, the brand is uniquely positioned to deliver not just comfort, but meaning.
Terri Da Silva acknowledges that work like this doesn’t happen overnight.
“As anyone who has led global marketing initiatives knows, it’s a labor of love. It takes a village, a lot of grit, and steadfast conviction to get across the finish line,” she says. “I’m especially proud of my team, our leadership, and our incredible agency partners.”
In a world hungry for connection and authenticity, “Travel Shapes Us” reminds us that the most powerful souvenirs are not the ones you pack, but the ones that pack a lasting impact.
And for Terri da Silva, it’s proof that the most fulfilling campaigns are the ones that come from the heart.
ABOUT TERRI DA SILVA
Terri da Silva is Vice President, Global Head of Portfolio, Brand, and Content Marketing at Marriott International. With over two decades of global brand leadership, she currently oversees marketing for more than 20 of Marriott’s premium and select service hotel brands, along with portfolio-wide content and social strategy.
Before joining Marriott, Terri founded the strategic consultancy Purpose Matters, helping companies embed purpose into brand and business strategy. Her career also includes 12 years at The Coca-Cola Company, where she led global sustainability marketing and spearheaded the expansion of Coca-Cola Zero to over 100 markets, driving $1B+ in revenue.
Terri began her marketing career in brand roles at Kraft Foods and started in financial services at Wachovia. Throughout her journey—from coffee to Coca-Cola to travel—she’s remained passionate about purpose-driven storytelling and the power of brand to create positive change for people, communities, and culture.
She was also named one of 40 Internationalists of the Year by The Internationalist in 2025.
ABOUT MARRIOTT BONVOY
Marriott Bonvoy, Marriott International’s award-winning travel platform, features over 30 hotel brands and 10,000 destinations, including the largest collection of luxury offerings, distinctive boutique properties, premium home rentals, and more, providing renowned hospitality worldwide. Marriott Bonvoy membership is free and unlocks unique benefits, including the ability to earn points through travel and everyday activities, such as purchases made with co-branded credit cards. Members can redeem their points for free stays, experiences, and more. Visit marriottbonvoy.com for more information.
