Marriott International has launched the company’s fourth M Live Studio in London to create and deliver real-time content as well as generate social engagement with travelers in Europe in languages including French, Spanish, German, Italian and English.
M Live first launched at Marriott International’s headquarters in 2015 and has since expanded to the Asia Pacific region, Caribbean and Latin America region, and now Europe.
M Live tracks conversations, trends, global performance, marketing campaigns and brand reputation across social platforms in real-time, identifying opportunities for Marriott to engage with consumers.
“We created M Live with an understanding that real-time marketing always starts with the guest, and the best way to engage with consumers is to start a two-way conversation that is relevant to their needs and preferences as travelers,” said Marriott’s Vice President of Global Creative and Content Marketing David Beebe.
M Live is able to identify trending social stories around the world and quickly ascertain ways to join the conversation. A recent example saw M Live picking up a story about a New Zealand backpacker who was traveling the world with his favorite Lego figurines and documenting their adventures on social media. After connecting the dots to find @TheLegoBackpacker, Marriott was able to host The Lego Backpacker, and his real-life owner, at the AC Hotel Ciudad de Sevilla, resulting in content for the AC Hotels brand that was then amplified through Lego’s social channels bringing in an additional 370,000+ social followers into the conversation.
Additionally, in partnership with HYP3R, M Live uses geo-fencing technology to uncover untagged social conversations that guests are having at Marriott properties and identifies opportunities to create a better guest experience. For example, the M Live team discovered a tweet that a guest posted from the Domes of Elounda Autograph Collection Hotel in Greece. M Live created an on-property breakfast moment and also surprised the guest with Marriott Rewards points leading him to share his excitement on Twitter and create user-generated content for the Autograph Collection brand and hotel.