Marriott Americas team, which is focused on driving room nights and revenue across US and Canada, Caribbean & Latin America regions executed a leisure campaign to drive bookings to hotels and resorts throughout the Americas during Q4 & Q1, including long holiday weekends (ie: President's Day, MLK) in advance. The campaign used aspirational messaging to show the breadth of our portfolio – 6700+ hotels across 30 brands by incorporating "The Gift of Travel theme" to inspire memorable experiences for friends & family.
Additionally, this campaign was intended to educate consumers on the value of booking directly at Marriott.com to receive our best rates and other benefits including points, reservation flexibility and Internet.
With Marriott's loyalty program member rates being the most valuable rates we offer that align with our objective of increasing direct bookings, this was an integrated campaign throughout the company and disciplines to modify the guest experience as needed. More specifically, we worked with our digital team to merchandise the homepage of Marriott.com, individual hotel websites and 24 emails reaching 16M guests, implemented paid media across digital display, social and search and PR support. Two on-air TV integrations took place – one on The Ellen DeGeneres Show, "12 Days of Giveaways" in the US and one on The Marilyn Denis Show in Canada. Ellen's holiday shows have an average of 7.4 million viewers and The Marilyn Denis Show has over 3 million viewers in Canada each holiday episode. Each activation had a thoughtful approach to make the booking experience seamless, marketing message clear and inspiring and allowed for us to also introduce messaging to promote weekend, resort and holiday getaways.