Like others, I was hoping that you would share a link to the ad. The only information that has turned up during website searches is the PR releases about the ad campaign. According to these reports, it is an expensive campaign. As others have mentioned, it is also targeted for a select audience.
So who is the select audience? Hotel companies who have the capability and funding conduct extensive research and data gathering techniques know that 80% of their business comes form 20% of their customers. The 20% comes from what is referred to as ‘road warriors’. These are people who spend more time in hotels than they do at home.
When large hotel companies, like Marriott and Hilton, are in stiff competition for business, particularly during a recession, they know that the way to stay afloat is to provide benefits to not only the companies that still require travel, but to the road warriors. This is what generates loyalty from a bigger financial picture than a positive review from an occasional traveler.
This type of advertising isn’t intended for a person who can or cannot afford a luxury stay out of pocket. It is two-fold:
1.) It is geared towards those that travel so frequently that they have earned it through collecting points, thus loyalty. This comes down to the “What’s in it for me?” factor. If they are going to be away from their life and loved ones for business, then there is a benefit of reaping some type of personal reward for it.
2.) As @glacial points out, it has to do with generating awareness of other chains within the Marriott family of hotels. Marriotts are typically located in metropolitan areas, while other chains, part of the Marriott family, are situated in smaller areas. If a road warrior now knows, based upon the advertising, that a Courtyard or Fairfield Inn will increase their points, then they are more likely to stay at one of these hotels when a Marriott is not available. It may also be due to to budgeting and/or a per diem. It could also be due to a traveler’s company’s contract with the hotel company.