Marriott to use Facebook to judge guest happiness

Comments on social media to form part of guest satisfaction scores

The Greatroom, the lobby lounge concept reflecting Marriott's new brand voice.
The Greatroom, the lobby lounge concept reflecting Marriott's new brand voice.

Marriott international has reinvented the way it communicates with customers as part of the company’s Travel Brilliantly campaign, launched last year to target a new generation of travellers.

As part of this, along with guest questionnaires, the company will take into account online conversations and comments on Twitter, Facebook and other popular social media sites, generating a more accurate scoring on guest satisfaction.

Additionally, a Tripadvisor feed has been made available on Marriott.com to offer increased transparency to consumers.

Graeme Lunn, director of marketing for the Dubai Marriott Al Jaddaf and Executive Apartments Dubai Al Jaddaf, which opened its doors on January 21, commented: “We are now going to be gauged on social media feeds that talk about our properties so guest service standards will also take into account what’s being said about us online. We’re now going to get a very true scoring because people aren’t necessarily going to be asked to fill out a questionnaire. They are talking about their experiences in each property.”

New co-creation platform, Travelbrilliantly.com, offers customers a chance to share their travel experiences and make suggestions for improvements. Ideas that are feasible are then implemented through the Marriott ‘Innovation Lab’, with a healthy vending machine being one suggestion that has been taken on board so far.

Further brand features that have been rolled out at the Marriott Al Jaddaf property include the Marriott Red Coat App, a mobile-based event management facility, as well as the Greatroom, a new lobby lounge concept providing an open space for socialising and working.

The new brand voice is to be gradually extended to Marriott properties throughout the Middle East and across the entire global company portfolio.

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