Marriott International
Re-defining the future of global luxury experiences
The challenge
The leaders of Marriott International’s Luxury Group knew that across the industry, Meetings & Events offerings weren’t evolving to meet luxury guest expectations.
They partnered with us to not just protect, but grow this critical revenue stream, which can comprise as much as 50% of a hotel’s revenue.
Our task: define and implement a modern, differentiating and ownable Meetings & Events experience strategy for their luxury portfolio, which includes iconic brands like The Ritz-Carlton, St Regis, and The Luxury Collection.
Decode
We conducted a global cultural audit and semiotic analysis to better understand the values and experiences that luxury consumers will expect over the next decade. We went ‘backstage’ with event planners and leaders at Luxury Group properties, to better understand the nuances of service and brand. With these insights, we developed a unique vision for luxury Meetings & Events – with principles for executing experiential moments, creative elements, and individualized service.
Recode
We then collaborated with brand leaders across the Luxury Group to define the signature concepts and proof points to execute on that vision – creating a playbook customized for each luxury brand. We took a “train the trainer” approach to on-property implementation, empowering brand leaders to launch the strategy with over 25,000 hotel associates worldwide.
Transform
Our luxury Meetings & Events strategy has guided a wide array of strategic initiatives across Marriott International’s Luxury Group, from renovation and design to hiring and property programming. Our localization strategy has been integrated into corporate meeting packages and food & beverage offerings across the luxury portfolio. Since launch, Marriott’s Meetings & Events revenues have increased beyond competitive benchmarks.
FutureCard
Creating a category-changing brand for the net zero economy
