Case Study: Marriott International’s Use of OTT for Hotel Advertising
By Javier ApontePublished On November 1, 2023
**Background**:
Marriott International is a globally recognized hospitality company with a vast portfolio of hotel brands, including Marriott Hotels, Sheraton, Westin, and many others. In an effort to reach a broader and more targeted audience for their various hotel properties, Marriott decided to leverage Over-the-Top (OTT) advertising as part of their marketing strategy.
**Objective**:
Marriott’s primary objective was to increase brand visibility, drive bookings, and provide personalized advertising experiences to potential guests by using OTT targeting tactics.
**Implementation**:
1. **Content Creation**: Marriott created engaging video advertisements that showcased the unique features and experiences offered by their different hotel brands. These advertisements highlighted amenities, location, and the overall atmosphere of their properties.
2. **Audience Segmentation**: Marriott worked to segment their audience effectively. They utilized demographic data, user preferences, and browsing behavior to target specific customer segments, such as business travelers, families, or luxury seekers.
3. **Geotargeting**: To maximize the effectiveness of their advertising, Marriott used geotargeting to reach potential guests based on Marriot’s physical location.
4. **Data-Driven Insights**: Marriott continuously analyzed data to understand user engagement and conversion rates. This data allowed them to refine their advertising strategy and allocate budgets more effectively.
5. **Cross-Platform Presence**: Marriott ensured its OTT advertisements were available on various streaming platforms to reach a wide audience.
**Results**:
Marriott’s use of OTT advertising yielded several positive outcomes:
1. **Increased Booking Conversions**: Marriott experienced a notable increase in direct bookings through their website and mobile app, driven by users who were exposed to their OTT advertisements.
2. **Enhanced Brand Awareness**: The personalized and visually appealing nature of their ads helped boost brand recognition and recall among viewers.
3. **Improved ROI**: Data-driven insights enabled Marriott to allocate their advertising budget more efficiently, resulting in a higher return on investment.
4. **Targeted Advertising**: The ability to segment and target specific demographics allowed Marriott to tailor its messages to different types of travelers, increasing the likelihood of conversion.
5. **Competitive Advantage**: By embracing OTT advertising, Marriott stayed ahead of competitors who were slower to adopt this digital marketing channel.
**Conclusion**:
Marriott International’s successful use of OTT advertising for hotel promotion demonstrates the power of personalized, data-driven campaigns in the hospitality industry. By effectively reaching their target audience on streaming platforms, Marriott increased brand visibility, drove bookings, and gained a competitive edge in the crowded hotel market. This case study underscores the importance of embracing digital advertising strategies to stay relevant and competitive in the hospitality sector.
