Case Study: Marriott Bonvoy boosts year-end bookings and revenue with Data Axle

Marriott Bonvoy Looks Back to Plan Ahead With a Year-in-review Program

Marriott Bonvoy, working with vendor Data Axle and its email marketing strategy and creative services, faced a seasonal challenge in December: bookings, clicks, and revenue were consistently lower than in other months, even though open rates remained steady. The team needed a way to re-engage members during the holiday period without relying on standard promotional offers.

Data Axle recommended and helped execute a “Year in Review” email program that used personalized content, storytelling, and multiple coordinated touchpoints, including a mobile-friendly personalized video and landing page. The campaign generated 86.1% more revenue than previous Decembers, a 38.8% revenue lift, a 30.9% increase in bookings, and a 9.7% year-over-year boost in conversion rate, making December 2014 Marriott Rewards’ most successful fourth quarter in three years.

Marriott Bonvoy

Marriott Bonvoy

Senior Manager