How A New Marketing Strategy Could Boost Engagement and Strengthened The Brand
Marriott Hotels, a globally recognized hospitality brand, has long set the benchmark for luxury stays. However, like any industry leader, challenges arise that test a brand’s resilience and commitment to excellence. We found out a noticeable shift in guest sentiment regarding service quality and loyalty rewards that led us to take a deep dive into the evolving expectations of modern travelers. What followed was a strategic approach to reimagining the Marriott experience.
Through careful analysis, we identified key challenges that needed attention. Guests had come to expect more from luxury brands, and Marriott’s service model required a refresh to stay ahead. The loyalty program, once highly regarded, faced criticism over its perceived value, prompting concerns about redemption flexibility. Social media amplified inconsistencies in service experiences, presenting both a challenge and an opportunity. Even if not the precise problem put into action, these insights underscored the need for strategic improvements to enhance guest satisfaction and brand loyalty.
To tackle these concerns, we conducted a comprehensive brand experience study, gathering insights from competitive analysis, direct customer feedback, and evolving market trends. We examined industry positioning, listened to real guest experiences, and tested new service models to refine the hospitality experience by taking a survey from previous customers of Marriott. While not definitively the one actualized, our goal was not just to understand & improve service but to create a guest experience that felt more personalized, rewarding, and seamless.
Marriott Prestige Pass Cards
One of the key innovations was the Marriott Prestige Pass Cards, a loyalty framework designed to introduce high-value guest perks like exclusive upgrades, premium dining credits, and priority booking privileges. The rewards system was restructured to provide greater accessibility and high-value redemption opportunities, reinforcing Marriott’s commitment to guest appreciation.
Seamless Social Media Engagement
To enhance guest interaction, Marriott deployed a dedicated social media management team focused on experience, fun, and trend creation. By integrating real-time engagement through social media apps and Marriott’s own platform, guests could interact effortlessly with hospitality teams. This ensured swift and efficient service recovery while also boosting traction, popularity, and positive sentiment across social media channels.
Viral Marketing Campaigns
To drive engagement and visibility, we planned a cool hastag campaign #ViewFromMyMarriott, encouraging guests to share breathtaking views from their hotel rooms in different cities. This initiative was designed to generate organic virality and showcase the stunning experiences Marriott offers worldwide. Additionally, the “Your Trust, Our Promise” campaign highlighted real customer reviews, behind-the-scenes moments with chefs, housekeepers, and other staff members, reinforcing transparency, trust, and authenticity in Marriott’s service commitment.
Positive sentiment across digital reviews was expected to rise as guests recognized Marriott’s commitment to excellence. Service quality and loyalty program satisfaction were likely to improve, driving more engagement in the updated loyalty program and reinforcing trust in the brand. Most importantly, the refined brand positioning aimed to strengthen Marriott’s reputation in hospitality, keeping it a top choice for luxury travel.
Social Media Visibility
High-Impact Marketing
Customer Engagement
Positive sentiment
*Not definitively the one actualized.
“It was both challenging and exciting to tackle a problem like this. With creative marketing strategies, leveraging trends, and analyzing data, we were able to develop a possible tailored solution that truly resonated with our team.”
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