Marriott International<br />“There is a Marriott Way. It’s about serving the associates, the customer, and the community.” - Bill Marriott<br />
Marriott International was founded in 1927 as an A&W root beer stand… <br />… and has grown to become the 7th largest hotel lodging company in the world employing over 146,000 people in 66 countries.<br />
“…commitment to Brazilian Rainforest”<br />Marriott supports diversity and the environment by contributing to numerous causes.<br />“…first Marriott branded hotel built on tribal land.”<br />“Making Marriott.com more accessible to the visually impaired.”<br />“20 years of helping youths with disabilities…”<br />“…supporting critical water conservation.”<br />“Marriott’s commitment to diversity and inclusion.”<br />
Business Challenges<br /><ul><li> The U.S. hotel market has witnessed a major decline in hotel occupancy rates.
Revenue made per available room has dropped from $95.97 to $54.14 because of less travelers. (2008-09)
It is incredibly difficult to find differentiation in an intensely competitive hotel/lodging market.
Some competition wields greater marketing and financial resources which are used to improve their facilities and reduce their prices.</li></li></ul><li>Obviously, people cannot be forced <br />to travel more frequently.<br />And simply charging more money per room will not help.<br /><br />=<br />
?<br />?<br />What is the most efficient and cost effective way to reach the people who are still traveling?<br />
Social Media is the key!<br />Google AdWords should be utilized to find keywords that are searched most often when dealing with travel and lodging, and then “sponsored ads” can be purchased on these words.<br />Facebook.com should be used to promote green events and socially<br />conscious activities that Marriott International takes part in and is know<br />for. Advertisements can also be taken out for pages dealing with key <br />travel destinations and travel agents.<br />Twitter.com should be utilized to build awareness of Bill Marriott’s Blog, and to educate the public about Marriott’s business culture and dedication to diversity. “Bill’s Blog” could also be optimized for SEO reasons.<br />Marriott should utilize foursquare. The hotels could place foursquare stickers in their vestibule windows, and this would alert site users of promotions and deals via smart phone, when passing by any Marriott hotel.<br />
Social media advertising costs less than traditional forms of advertising, but it does still cost!<br />The majority of the funds for this campaign should be allocated toward Google Adword Advertisements, and Facebook Advertisements.<br />Success?<br />Brand Differentiation?<br />Increased Lodging?<br />Funds should be allocated toward hiring a social media expert for optimizing blogs/tweets/posts, and to keep Marriott’s online presence “inline”with the brand.<br />Foursquare based promotions should be designed to accommodate local travel peak times and weather.<br />
High “click” rate on Google AdWords and Facebook.com Advertising<br />Increased traffic on “Bill’s Blog” and increased twitter following.<br />Increased Room Rentals<br />Brand and Campaign Success!<br />