The notion of having a large-scale content studio in-house would be radical for many brands but that’s just the opening scene for David Beebe who “set out to establish [Marriott] as the largest producer of travel lifestyle content.” A veteran of Hollywood, Beebe has turned Marriott into a content powerhouse by “not asking for permission all the time” and by focusing initially on “really premium storytelling.” Noting that successful content needs to be scalable, built around a community and have a commerce component, Beebe advises, “You’re not making a commercial, you’re not talking about yourself and your features anymore.”