How Marriott inspires brand loyalty with its consumer-based approach to marketing

Summary

Marriott's partnership with Epsilon has evolved over 15 years, focusing on customer personalization and omnichannel orchestration to create a seamless guest experience. The collaboration enabled Marriott to leverage data for improved marketing strategies and customer engagement. In response to the COVID-19 pandemic, Marriott launched Homes and Villas by Marriott, a new business offering private home rentals. Epsilon played a key role in demand generation, ensuring the success of this venture. Throughout their partnership, Epsilon has acted as a trusted guide, helping Marriott navigate challenges and enhance customer experiences across multiple channels.

Takeaways

• 😀 Marriott has over 8,000 hotels across 130+ countries, providing a global footprint in the hospitality industry.
• 😀 With extended stays, Marriott has unique opportunities to understand and personalize guest experiences.
• 😀 A challenge Marriott faces is coordinating messaging across different channels to create a seamless customer experience.
• 😀 Marriott has been working with Epsilon for 15 years to help recognize, understand, and interact with customers through various channels.
• 😀 Marriott's marketing and personalization efforts are focused on putting the consumer at the center of their strategy.
• 😀 Epsilon’s omnichannel orchestration solution helped Marriott scale their consumer engagement efforts effectively.
• 😀 The COVID-19 pandemic presented a major challenge to Marriott, but it also highlighted the importance of the home-sharing sector.
• 😀 Marriott launched Homes & Villas by Marriott International (HVMI) to compete in the home-sharing market, integrating it with their existing properties.
• 😀 Epsilon played a key role in driving demand generation and ensuring awareness for Marriott’s new home-sharing service.
• 😀 Marriott and Epsilon formed a true partnership, where both companies shared the vision and risk of the new business venture.
• 😀 Epsilon’s deep understanding of Marriott’s strategies allows them to serve as an extension of Marriott's marketing team, providing clear guidance and direction.

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