Marriott International’s global Meetings Imagined campaign, which focuses on delivering memorable meetings that put people at the centre and utilises an image-heavy website to suggest unique event ideas and guide objectives, has seen a change in client purchase habits and higher enquiry-to-booking conversion rates over the past two years.
Speaking to TTGmice on the sidelines of an ongoing MICE media fam at the new Bangkok Marriott Marquis Queen’s Park, Xue Ying Mei, director of B2B marking and events with Marriott International, said that while online booking for event venues and services are relatively lower in Asia than elsewhere in the world, the informative www.meetingsimagined.com has led to a “higher conversion rate among meeting planners”.
“Planners who utilise the website to research for event ideas also tend to eventually rate our hotels higher on event experience, perhaps because they feel that the hotel had played a partner role (instead of just being a vendor),” Mei shared.
Mei added the global campaign is constantly evolving and expanding in terms of content.
It has recently added a Hotel Showcase feature, allowing the website to also convey much needed information on other hotel facilities besides function rooms and event ideas. In a few months’ time, the website will also be available in Japanese, in addition to the eight global languages currently offered.
As well, more Asia-Pacific content is increasingly being added to the website.
Enhancements to Meetings Imagined campaign also extend offline. The group has been investing in regular staff training to help sales personnel better communicate the programme to clients in fresh, new ways.
Currently, the Meetings Imagined campaign applies to JW Marriott, Autograph Collection, Renaissance, Marriott, Gaylord and Courtyard by Marriott branded properties.
Mei said other hotel brands recently acquired by Marriott International, such as those once under Starwood Hotels & Resorts, will eventually be brought under the programme as corporate integration progresses.