How Marriott Uses Social Media to Engage Travelers
Marriott launched Thursday M Live, the company’s real-time marketing command center, in South Florida.
This is the third M Live location to open in the last year, following the opening of M Live at Marriott headquarters in Bethesda, Maryland and M Live Hong Kong, with further global expansion planned to Europe and the Middle East.
Marriott says the M Live studio allows it to engage travelers in more personalized ways by participating in one-to-one conversations with consumers, on the social platforms where they are already active and engaged.
By taking an omni-channel approach to tracking conversations, trends, global performance, marketing campaigns and brand reputation across social platforms, M Live identifies opportunities to integrate Marriott’s 19 brands and nearly 4,500 properties worldwide.
“Our marketing aims to be relevant to the lives of next-generation travelers and connect with them immediately and authentically,” said David Beebe, VP, Creative and Content Marketing at Marriott International. “M Live helps us do this on a global scale.”
The M Live location in Florida will serve as the company’s epicenter for real-time social engagement with customers in the Caribbean and Latin America (CALA) region.
“With the opening of M Live CALA, we’re leveraging the power of global marketing and making it relevant for travelers in the region,” said Diana Plazas, VP of Brand, Marketing, and Digital – CALA, Marriott International. “With in-region engagement and in-language capabilities, we’re connecting with travelers in more culturally meaningful ways.”
Marriott International, Inc. (NASDAQ: MAR) is a leading lodging company based in Bethesda, Maryland, USA, with nearly 4,500 properties in 87 countries and territories.