Marriott International Achieves 40% Better Conversion Rate Reaching Travelers Across Their Path to Purchase

As a leading and innovative hospitality company, Marriott International and M1M sought to overcome the complexities of multichannel marketing and engage their customers across their path to purchase. By leveraging intent data to target potential guests based on where they were in their purchase journey, Sojern helped them to achieve a 40% better conversion rate and a further 6% lift from multichannel exposure.

Goal

With 30 brands and more than 8,000 properties in their portfolio, Marriott encompasses every style of travel, from luxury to extended stays. The Marriott International team partnered with the digital marketing experts at the Publicis entity, M1M, who developed an audience-centric global marketing approach for this campaign. Both turned to Sojern to help them bridge walled gardens and reach the growing leisure travel audience.

Solution

Marriott International and M1M partnered with Sojern to run a multichannel campaign in the EMEA region, combining upper and lower funnel tactics. By exposing travel audiences as soon as they showed intent through to conversion, more bookings and searches for Marriott were seen per traveler. Additionally, multichannel exposure led to shorter booking windows, and earlier engagement promoted deeper relationships - on average, from last impression to conversion - travelers remembered Marriott 20 days later when they went to book their trip.