DraftFCB Case Competition: Strategic Initiative for Marriott

STRATEGIC INITIATIVE PROPOSAL

September 12h, 2013

Chicago, IL

Team Dorsey

Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski

for

2

AGENDA

The Problem

The Opportunity

Cultural Insights

Target Market

The Proposal

Q & A

3-4

5

6-7

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9-12

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THE PROBLEM


Marriott is seen as a hotel that caters only to business needs.

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THE PROBLEM


BusinessTravel

Vacation

5

THE OPPORTUNITY


BusinessTravel

Vacation?

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THE TARGET MARKET


Millennials

Young professionals have come to expect more from corporate travel.

• Work and play are not mutually exclusive

• 84% of millennial travelers are willing to extend their business trip for leisure.

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WHY MILLENNIALS?


They will soon be the dominant group of both business and leisure travelers.

Brand loyal45.6% would choose their favorite hotel brand over one with a more convenient location.

… compared to 36.6% of older generation

WORK | PLAY | STAY

8

CULTURAL INSIGHTS


• ISOLATED TOGETHERNESS

• DESIRE TO UNPLUG IN A TECHNOLOGICAL WORLD

• FOMO

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ISOLATED TOGETHERNESS


Young Millennials work differently.

• 36% of Millennials say that they prefer to work in the lobby, compared to 17% of older generations

Tactic:Make Marriott’s lobbies the “third space” (coffee shop)• Open• Trendy• Technology equipped• Bar/Coffee

WORK

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DESIRE TO UNPLUG


Stepping away from the work…

80% admit that sometimes they “just want to unplug and enjoy the simple things”

69% rely on hotels to connect to new people during their stay65% credit “exploring new cities” as the most exciting aspect of business travel

Tactic:“Unplug and Connect” In-House Events

• Encourage social interaction among guests• Experience new city/ local culture

PLAY

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FOMO


What is FOMO?

• Paralyzed by Choice• Heightened by Social Media• “Did I make the right choice?”

Fear of Not Sharing

Tactic:“A Story to Share” (#StorytoShare)

• Brand Awareness• Reassurance & Validation

“If I didn’t check-in on FourSquare and there aren’t

photos of the night on Facebook, did it really happen?”

STAY

12Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski

PROBLEM: Marriott is seen as a hotel that caters only to business needs.

• Lost Demographic• Redefining Traditional Corporate Travel• Balancing Work and Play

SOLUTION: Change the way Millennials view Marriott

• Make it THEIR hotel of choice for not only business but all travel.

WORK | PLAY | STAY

13Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski

Questions?

DraftFCB Case Competition: Strategic Initiative for Marriott

Marketing

Transcript of DraftFCB Case Competition: Strategic Initiative for Marriott