OVERVIEW:
Marriott and Starwood Hotels – diversified hospitality company that manages and franchises a wide portfolio of hotels and related lodging facilities.
OUR SCOPE:
As with Belmond, our role with the Marriott Group started small in 2016 and has rapidly expanded. We started by supporting Sheraton Hotels in specific UK locations. Having proved ourselves here, we were asked to take on the W’s and we now support a wide range of hotels and hotel facilities across the UK. This ranges from the Sheraton in Edinburgh to The W in London and from ‘Afternoon Tea’ to ‘Bottomless Prosecco Brunches’. Our focus has been on Search Engine Marketing (SEM) taking in social, display, metasearch and native.
OUR APPROACH:
Again, this is primarily a focus on consumer and how they behave but has involved a much tighter understanding on search and search behaviour in the research and selection of destinations and hotels – for both business and leisure. This has involved extensive keyword research, data analysis, test and refines activity and channel optimisation.
RESULTS:
For hotels, we have seen incredible booking uplifts for rooms and facilities. For example, Le Méridien Piccadilly has seen 370% uplift in the first two months of our digital activity and Sheraton Edinburgh has seen an 80% uplift in beauty treatments across the board. Again, the biggest testament to our success is our continual referral within the group.
“Finally, our digital activity is being given love and attention and driving the results we knew it could.”
Meera Gokani, Senior Manager, Marriott Digital Services – Europe at Marriott International
