Labbrand helps Marriott to identify a comprehensive digital roadmap, differentiating the brand in the competitive market.
IMPROVE THE ONLINE PERFORMANCE
Marriott was founded in 1927 and is now one of the world’s largest hotel groups with more than 3,700 locations in 75 countries and territories worldwide. The group has more than 70 hotels in China alone.
Faced with a disappointing online performance in China, Marriott asked Labbrand to create a digital brand roadmap for Marriott with the stated objective of “making the brand number 1 in digital in China”.
DRAW A COMPREHENSIVE ROADMAP
We undertook an ambitious study of the Chinese traveler journey through in-depth ethnographic interviews with high-end leisure and business travelers across different city tiers. We then thoroughly benchmarked competitor booking platforms to identify best practices and potential areas of differentiation.
These steps enabled us to analyze Marriott’s competitive situation against other booking platforms and define its online value proposition. The result was a comprehensive roadmap outlining the content and features that Marriott should deliver on each of its digital touch-points to set its brand apart with consumers and reach its business goals.