Marriott launches social marketing programme M Live in Europe

By Emma Eversham contact

- Last updated on GMT

M Live, Marriott International's new social marketing system, is coming to Europe
M Live, Marriott International's new social marketing system, is coming to Europe

Related tags: Marriott international

Marriott International's real-time social marketing initiative M Live is being launched in Europe following its success in its US, Asia Pacific, Caribbean and Latin American regions. 

The hotel company says the system helps it monitor relevant conversations, trends and brand reputation on social networks, enabling its marketing team to improve engagement with travellers on social networks, interact with guests in a more personalised way and create real-time content. 

So far M Live, created in partnership with HYP3R, has helped Marriott tap into the travels of a backpacker from New Zealand who was travelling the world with Lego figures and documenting their adventures through the Twitter account @TheLegoBackpacker. Using M Live the hotel chain was able to host The Lego Backpacker at the AC Hotel in Seville giving its AC brand publicity through Lego's social channels and exposing it to an additional 370,000 people on Twitter. 

The system, which uses geo-fencing technology to uncover untagged conversations guests are having at Marriott properties, also allowed Marriott to surprise a guest staying at the Domes of Elounda Autograph Collection hotel in Greece with Marriott Rewards points after seeing a Tweet he had sent from the hotel. 

Shareable content

While it is not unusual for hotel companies to engage with guests through email marketing, or monitor their brand online, it is rare for engagement to be so fast and so targeted, says Marriott. 

“We’ve turned the tables from creating general content distributed to thousands of guests to listening and leveraging a single moment that’s relevant and shareable between thousands of guests," said Matthew Glick, senior director of global creative and content marketing.

“Not only are we able to discover these moments to engage with consumers quickly, but also identify opportunities by brand, by discipline, by market and by channel to create memorable and shareable experiences.”

Now Marriott's fourth M Live Studio will monitor online content in Europe. Based at Marriott International's Europe headquarters in London, the new centre will engage in conversations in French, Spanish, German, Italian and English. 

“We know that the next-generation of travellers are digitally savvy, constantly connected, and are looking for a more personalised one-to-one relationship with our portfolio of brands.” says Osama Hirzalla, vice president brand marketing and e-commerce, Europe. “The power of M Live Europe is that we can now engage with travellers in more regionally and culturally relevant ways that are meaningful to them.”

Related news

Related products

show more

Out-of-Home Reputation Management Report with CGA

Out-of-Home Reputation Management Report with CGA

Reputation | 11-Oct-2021 | Technical / White Paper

The study, commissioned by Reputation, has found that consumers rely on digital tools and reputation before, during and after visiting bars, restaurants...

COVID Impact and Recovery

COVID Impact and Recovery

Sage | 07-Jun-2021 | Technical / White Paper

The COVID-19 pandemic has impacted the restaurant industry over the past 12 months, with uncertainty as an ever-present obstacle in business decisions.

The Future of Online Ordering Report

The Future of Online Ordering Report

Slerp | 21-May-2021 | Technical / White Paper

Slerp, hospitality's leading eCommerce solution, has teamed up with research agency KAM Media to run a nationwide survey looking into consumer appetite...

Digital tools to transform hospitality operations

Digital tools to transform hospitality operations

SafetyCulture | 10-May-2021 | Technical / White Paper

Ready to build back better?
We have your complete Hospitality Toolkit including digital checklists and free hospitality staff training courses...

Related suppliers

Spotlight

Follow us

Hospitality Guides

View more

Featured Suppliers

All suppliers