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Marriott Opens Social Media Tracking Studio in a London Hotel

Marriott International has opened one more M Live Studio, this time in a London hotel. The studio, which is the fourth for the company, is dedicated to generating real-time content for European travelers. The London based M Live Studio is aimed to increase social engagement of travelers who speak French, German, Italian, Spanish and English.

The first M Live Studio appeared at Marriott International headquarters in 2015. Since that time the hotelier has added such studios in Asia Pacific, Latin America, Caribbean regions and Europe. M Live studios offer content about current trends, different marketing campaigns, brand reputation and global performance. The content is available on different social platforms.

The idea behind M Studios is to create a two-way conversation between hotels and travelers. That helps knowing more about preferences and wants of hotel guests and engaging with consumers more efficiently. One of examples of M Live studio work is about The Lego Backpacker. M Live was inspired by a New Zealand backpacker who was traveling around the world with his favorite Lego figurines and then published his adventures on social media. M Studio was able to find The Lego Backpacker and invited him to attend the AC Hotel Ciudad de Sevilla, where they took a series of interviews. The content was posted on Lego dedicated channels, bringing Marriott more than 370 thousand of new followers.

M Live also use geo-fencing technology developed in partnership with HYP3R. Together, they uncover social conversations that guests have during their stay at Marriott hotels. For example, M Live team found a tweet posted by a guest of Domes of Elounda Autograph Collection Hotel in Greece, where he shared excitement about the hotel. To praise the guest, Marriott team surprised him with a special breakfast and awarded with extra rewards points.

20.08.2016

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