In an effort to reach younger travelers, in November 2012 Marriott International launched the Marriott Hotels & Resorts Mood Reader, an application on digital music service Spotify, which offers music streaming and social network sharing. The app matches music to the listener's mood, allows users to create mood-based playlists and offers contests. The campaign concluded at the end of 2012, but not before 48,000 playlists were created with the app by 110,000 unique visitors, even though Spotify only guaranteed Marriott 40,000 unique visitors. Marriott says it is planning to extend the program into 2013 with a creative refresh.
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