The international brand watches out for
latest trends and reacts at a very quick pace.
A few days earlier, a user declared on
Twitter that he was the first to catch
all the Pokemons.
The hotel immediately contacted him
and he is now being sponsored by
Marriott wherein he gets a free stay
anywhere in the world.
The chief admits that although the
other means of advertising do work,
this type of ‘caring for the customer’ is
very personal and intimate, which can
be had on a one-on-one basis.
The M Live team currently operates in three
locations, 2 in US and one in Hong Kong.
They keep a track of relevant social
posts and trends across all their
4300 properties in the world.
The collection and filtering of
appropriate posts is achieved via a
platform called HYP3R.
The team works day in and day out
on around 3 lakh posts.
If you are an avid traveler and like to
talk about it, the M Live team
reaches out to you.
The company says that these
seemingly simple engagements get
converted into hotel bookings.
This tracking of messages and truly
responding to customers, who have
a direct relationship with the brand,
has lead to a strong bonding with
Although all this seems impressive and
people are fascinated by the attempts
shown as a token of appreciation, there
exists a big question mark on the
In essence, Marriott is making use of
geo-fencing which is nothing but
keeping an eye on the social media
exchanges and discussions.
The company maintains that this is
done only to improve their existing
services and give the guests a better
stay in their hotels.
In fact, some guests do actually like
it when they are engaged in social
media by the company.
To counter that, Marriott says that they
are only reacting to people who said
An ideal solution to this is if you
do not want anybody to monitor
you via your posts or photos, do
not share anything publicly.
You always have the option of changing
your privacy settings to private.
Marriott is not the only company that
tracks social media posts geo-fencing.
Other popular brands like Disney, Pepsi,
the Cedars-Sinai hospital, famous sports
teams like NFL, NHL, MLB, NBA are
using this technology for interactions
with their audiences.
Marriott claims that customers
prefer to be individually recognized
by the brand or when their thoughts
are shared or re-posted.
Customers who are social media
savvy are on cloud nine when the
company hears them out and shares
their views with a larger audience.
What’s your take on Marriot’s way
of connecting with their customers?
Let us know in the comments below.