Marriott Caribbean & Mexico Resorts

Personalizing Paradise

Marriott’s Caribbean & Mexico resort cluster needed help developing an integrated marketing plan to build stronger, more profitable relationships; increase frequency and monetary value of each resort visit, and efficiently capture and process cluster-wide customer data. So we leveraged analytics to provide a single customer view across multiple locations and amenities and inform a relationship management program that used lifestyle and purchase behavior to drive one-to-one communications. Integrating across channel to broaden reach and ensure consistent brand messaging among core and emerging segments, we increased sales, market share and advocacy.

Success
299% growth in qualified database, deliverability far above industry standards, increased conversion from home site hub