Private Homes with the Assurances of Marriott
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Plan
Establish brand in the Marriott suite of products. Strategize, design, and deploy 2–3 emails per month and strategize and design quarterly triggered lifecycle campaigns. Be able to pivot based on real-time results and changing brand promotions and partnerships.
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Create
Create luxury digital marketing campaigns establishing the brand UI and UX. Balance promotional with educational and brand building aspects while incorporating CRM best practices and keeping a pulse on the home rental and hospitality industry.
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Grow
Expand into new geographic markets. Focus on customer motivations, expectations, likes, dislikes, and inclinations that drive customers to make purchasing decisions. Test and refine to drive enrollment, loyalty program engagement, and booking revenue.
When the pandemic hit, Marriott had to rethink guest communications. It was critical to efficiently (and empathetically) share updates of evolving health and safety measures with guests while staying consistent with their omnichannel messaging.
Exploring new territory
Instead of the cross-border, business or air travel messages they would typically serve, Marriott shifted their messaging:
Build confidence among travelers by highlighting new safety and cleanliness protocols
Attract the leisure traveler, particularly those often not Marriott loyalists
Drive awareness for availability of homes and villas as private options
Highlight in-country or drive-market destinations
Fully responsive and fully personalized direct marketing campaigns to make an impact for the user and client
Digital media art direction and creative direction
Looking at the broader brand experience and collaborating cross-department to tell a more complete story
Digital media art direction and creative direction
Leading the team in using the power of AI-driven email to successfully drive loyalty and connect Marriott with their guests as individuals to increase bookings
Art direction, creative direction, and technology integration
Getting users excited by creating themes and helping them plan for the next calendar event
Digital media art direction and creative direction
My role was to build and present the UI architecture used for creating all future campaigns, create internal process workflows, and lead our team in delivering best-in-class digital marketing focused on regional and loyalty tier personalization.
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Marriott's goal is to drive "loyalty beyond reason" on a global scale, connecting the local experience and stay with the reach of their 30+ brands. For a company of that size, executing omnichannel marketing with consistent communication is tough enough as is. Add a global pandemic to the mix, and things get even tougher.
Watch the video to see Chris Norton, senior vice president, marketing channels and optimization at Marriott talk through how the hospitality giant works with our team to grow customer relationships through thick and thin.
