May 23, 2016

How Marriott personalizes at scale


Marriott's VP Digital Marketing discusses taking a guestcentric approach to hotel marketing, engaging consumers with personalized and useful content, and tracking social with its dedicated M Live centers.

Marriott's approach, as always, starts with the guest and a desire to better serve their needs and deliver on their preferences. But now, the company is extending that culture into the digital age by listening, learning and responding to its guests’ needs using data, intelligence and compelling content to provide a more personalized experience.

Last year Marriott became the first hospitality company to integrate Facebook’s Dynamic Ads, enabling it to deliver more personalized content to travelers in the largest social community on the planet. Marriott customized the content displayed based on an individual’s shopping behavior. The company started with driving bookings and now are extending this personalized approach to additional activities such as signing up Marriott Rewards members or downloading the Marriott Mobile app to take advantage of benefits like mobile check-in and checkout and mobile requests while on-property.

Through this guest-centric approach, Marriott can engage with its guests continuously and ensure its content is relevant to their needs and wants in the moment.

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Read also "How Marriott delivers seamless, consumer-first experiences" and "Marriott launches third M Live studio in Florida"