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.
"We enjoy working with Sojern and appreciate the value and performance they bring to our digital marketing—not just with the great ROI, but the comprehensive insights, fantastic customer service, and reaching the audiences most important to us."
Steven Dow ,Media Director at Digitas
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.
Results
- 40% better conversion rate among users exposed to both the upper and lower funnel campaigns
- 6% higher booking activity and 21% higher search activity on marriott.com by serving display, video, and native ads in combination
- Users booked 5 days earlier when exposed to both campaigns compared to the brand awareness campaign only
Managed Service
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