Marriott and Mobile
With 500 hotels and resorts in almost 60 countries worldwide, Marriott Hotels is among the leading brands in hospitality, transforming the industry with innovative concepts and enabling next generation travelers to ‘travel brilliantly’.
In order to keep up with the breakneck speed of smartphone adoption, Marriott International launched a mobile app in 2011. The free app, available for iPhone and Android devices, makes booking a stay at a Marriott brand hotel and resort easier than ever. In addition to making reservations with the app, travelers can use it to browse helpful city guides and access their account with Marriott Rewards, a loyalty program that allows them to earn and redeem points at 14 of Marriott International’s lodging brands.
Mobile has become Marriott’s fastest-growing consumer touch point and the hotel chain’s mobile revenue has grown upwards of 80 percent in one year. Marriott’s always-connected guests have downloaded the Marriott Mobile app 2.3 million times and in June 2013, their flagship brand Marriott Hotels began testing its Mobile Check-In functionality at 31 properties. Due to its rapid adoption over three months—a quarter of all Marriott Rewards members with reservations used the feature—Mobile Check-In was rolled out across the remaining 298 Marriott Hotels in the United States and Canada in September.
In order to have a bold and impactful launch of the innovative Mobile Check-In functionality, exclusive to Marriott Hotels in North America, the brand relied on an email campaign as the primary push marketing tactic to boost app downloads, increase awareness, and promote use of Mobile Check-In. Marriott turned to Yes Marketing’s creative team before sending eight million dedicated emails to mobile and tech-savvy Marriott Rewards members in the U.S. and Canada.