Digital content resurgence & revenue

18 MARRIOTT, HILTON & HYATT BRANDS, 45+ PROPERTIES

The Opportunity

Director of E-Commerce & Content accountable for revenue-driving web, product, digital marketing and e-commerce content experiences for a large hotel owner & management company with over 45 Marriott, Hilton, and Hyatt properties - with installed food, beverage and & end entertainment venues. 

The Challenge

Align the holding company's corporate and property staff to several hotel brands’ voices while building digital content readiness & revenue approaches across 45 EXTENDED-STAY, SELECT-SERVICE & FULL SERVICE hotel brands and their 250 combined digital channels.

The Solution

Execute corporate cross-channel digital content foundation-building efforts (branding-in-a-box) as well as on-property “Content SWAT teams” & “Social Media Champions” focused on growth-driven language for each property with three brand considerations:

  1. INDIVIDUAL property (Marriott Renaissance downtown Minneapolis)

  2. HOTEL brand (Renaissance)

  3. UMBRELLA HOTEL brand (Marriott)

The Outcome

In just four months, hyper-focused property, company, brand & content focus resulted in: 

  • Longtail SEM efforts quickly resulting in 564% ROI

  • A resurgence in digital support across property DOSs, GMs, AGMs & staff

  • A 19% increase in direct online booking revenue - over $63M

  • A 4% decrease in OTA-booked revenue (for Marriott properties)

  • A 109% increase in reach across social channels for all brands

This success included development of light, repeatable processes & oversight for the digital content success of: 

  • Newly ACQUIRED & DIVESTED hotel properties

  • REBRANDING of current hotel properties

  • Installed property F&B & ENTERTAINMENT VENUES

Platforms Included:

  • PROPRIETARY hotel brand content direction for website, e-commerce, email, reviews/sentiment/VOC & analytics platforms

  • Brand-aligned OTAs language: Expedia, Hotwire, Orbitz, Booking.com & Travelocity cross-platform & singular needs

  • SOCIAL: Facebook, Twitter, Google+, LinkedIn

  • RATINGS & REVIEWS: TripAdvisor, Yelp, Google Places/Reviews

  • AUDIENCE & CHANNEL TARGETING/management: Leonardo, Revinate, ICE

Content for ongoing, optimized openings

HYATT & STARWOOD HOTEL PROPERTIES

The Opportunity

Provide a quick-turn digital marketing & e-commerce content strategy for openings of intertwined hotel openings on Microsoft’s Redmond campus.

The Challenge

Build collaboration across hotel brand teams, the holding company's staff, and the property staff around extensive digital language and usability requirements across both parallel and rolling timelines.  

The Solution

Develop a comprehensive, repeatable content strategy for new-brand property openings offering “Opening-in-a-box” digital toolkits for new hotel content including runway to opening, opening, and post-opening considerations.

Channels & Platforms Included: 

  • HYATT PROPRIETARY brand, content, website, review & analytics platforms

  • CMS: AEM

  • OTAs: Expedia, Hotwire, Orbitz, Booking.com & Travelocity cross-platform & singular needs

  • RATINGS & REVIEWS CHANNELS: TripAdvisor, Yelp, Google Places/Reviews

  • SOCIAL: Facebook, Twitter, LinkedIn

  • AUDIENCE & CHANNEL TARGETING: ICE, Leonardo

The Outcome

Repeatable content approaches and toolkits as well as standardized access to corporate content resources provided seamless digital marketing & e-commerce preparedness for both the HYATT PROPERTY LAUNCH as well as the launch of STARWOOD ELEMENT & ALOFT properties on the Microsoft campus in Redwood, WA.