A new brand voice
Underpinning these structural and technological features at the Marriott Al Jaddaf is Travel Brilliantly, a multi-year global campaign, which is a bold move toward amplifying the brand’s dedication as a leader in the future of travel.
The campaign reflects the lifestyle of the next generation of travellers who ‘seamlessly blend work and play in a mobile and global world’.
“We’re proud to be the first hotel in the region to be on strategy catering to Generation X and Y customers with the new transformation of the Marriott brand,” comments Al Jamal.
Integral to this “transformation” is a shift in the way guests are communicated with.
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An initiative rolled out in January, and coined ‘guestVoice’, takes social media reviews into account along with surveys in calculating the guest satisfaction score. On property this means that a member of staff manages social media functions, collating information to present to management.
Al Jamal comments: “We cannot ignore the influence of social media right now. It’s a big focus for us and a position that is definitely well-worth having and investing in. Marriott is a company going towards what we call ‘guestVoice’ where we combine the traditional guest survey with social media under one platform which is monitored and can also be viewed on Marriott.com for customers to see — so we have transparency there.”
Taking guest interaction one step further, new co-creation website travelbrilliantly.com offers a space for guests who have stayed at a Marriott to share their travel experiences and offer ideas for improvements.
Suggestions are put to a judging panel with the brightest and most feasible implemented through an ‘innovation lab’. One idea that has come out of this so far is a healthy vending machine which Marriott promises to provide further details on in the next few months.
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