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Creating a comprehensive plan for local digital brand innovation based on a 360 understanding of the traveler journey.
Despite a comprehensive local digital presence, Marriott’s performance was lagging behind key competitors. The brief to MADJOR was simple: make the brand number 1 in digital in the Chinese market.
We started by undertaking an ambitious study of Chinese travellers' journey from destination selection right to on-site experience and loyalty programs. The study allowed to shed new light on previously unknown customer journey pain points. Following this primary research phase the team benchmarked Marriott’s performance against competitors (other hotel brands and online travel agencies) to identify best practices and performance gaps.
Articulating insights, we created an innovative digital vision that outlined 6 strategic priorities for the next 3 years. These priorities painted the picture of a new type of hospitality experience for Marriott. We then worked with Marriott to translate the vision into over 100 individual action items articulated in an actionable innovation roadmap.