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How a Global Hospitality Brand is Making it Personal

Marriott's renewed focus on leisure travel is helping it overcome COVID blues

When travel began picking up again several months into the pandemic, the hospitality industry breathed a collective sigh of relief. Not every brand in the industry went back to business as usual, though. Marriott, for one, saw an opportunity. Leisure travel was on the rise, and many customers who once traveled mostly for work were now taking longer trips that combined business with leisure. To meet the shifting needs of its customers, the company had to embrace new tactics.

"Coming out of the pandemic, we had formulated a lot of strong ideas about how to capture the increasingly fluid nature of business and leisure travel," said Chris Norton, senior vice president, marketing channels and optimization, at Marriott. "But we needed a partner with a mix of the right assets, tools, customer intelligence and boots on the ground to help us bring our ideas to life."

That partner was Epsilon, a global advertising and marketing technology company that has been helping Marriott manage its outbound marketing communications for more than 10 years. "We feel like we are an extension of the Marriott team," said Lisa Henderson, managing director of client services at Epsilon. "It's very much a partnership."

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