2. THE INDUSTRY
• Direct Competitors
-Marriott has companies that are the same as them
• Highly Competitive
- all offer the same product in similar locations
• Need to Differentiate
- have to offer the customer something they don’t get
from your competitors
• Customer Service is key
3. THE CONSUMER
• Business Travelers
• Leisure Travelers
• Conventions
• Weddings
7. INTERNET MARKETING
• Google
-S.E.M
• Wedding Websites
-banner ads
-focused on honeymoons and location for weddings
• Travel Websites
- Feature Vacation Club and Marriott Resorts
• Social Event Websites
- Run adds on upcoming major social gatherings that
could utilize several to all levels of Marriott hotels in the location
of the event.
8. MOBILE
• Partner with Foursquare
• Promote the present free mobile app
• Develop and integrate a paid mobile app
• Make mobile app users a user profile
9. AD TARGET TIMELINE
• Jan.-Feb. $750,000 • July-Aug. $250,000
- New -summer vacation
Years, Valentine, Superbowl, spri
ng break trips -resorts
• March-April $250,000 • Sept.-Oct. $250,000
-NHL playoffs -labor door
- weddings
• Nov.-Dec. $750,000
• May-June $750,000
- Summer vacation - holidays
-NHL playoffs -resorts
- Weddings
10. MEASURING SUCCESS
• 20% increase in direct online reservations
• 15% increase in Marriott Vacation Club
memberships
• 50% increase in download of the free
mobile app
• 10,000 more Facebook likes
• 3,000 more Twitter followers
Editor's Notes
The hotel industry is based on offering people a place to stay while away from home. There are many hotel companies at all levels of quality. Amenities and customer service is what differs the levels of hotels. Hotels that are on the same quality level have to rely on variables such as price, brand loyalty, and location to differentiate them. Marriott offers hotels at every level but needs to work to gain market share from similar companies like Hilton and Hyatt. Marriott can achieve this increase by providing better customer service then the competition.
Hotel customers all need a place to stay but what they are doing and looking for can be very different. What we can offer them is the ability to get the most out of their hotel experience. Connection with our customer is what we will be looking to improve. Digital Marketing is the best place to implement a strategy to build consumer relationships.
