Case Study: Marriott International boosts year-end revenue with Data Axle

Marriott International boosts revenue 38.8% with Data Axle

Marriott International, Inc. faced a challenge with its Marriott Rewards loyalty program, experiencing consistently low bookings and email engagement each December. While members were opening emails, click-through rates and revenue were at their lowest, suggesting a need to break through the seasonal holiday marketing clutter. Partnering with vendor Data Axle, the goal was to re-engage members without relying on traditional promotional offers.

Data Axle devised and implemented a multi-touch "Year in Review" email program for Marriott. The solution used personalized content, including a custom video recapping member milestones, to thank loyal customers and inspire future travel. This strategy led to significant results: a 30.9% boost in bookings and a 38.8% jump in revenue for December 2014, generating 86.1% more revenue than previous Decembers. The campaign, credited to Data Axle's strategic planning and creative execution, became Marriott Rewards' most successful Q4 in three years.

Marriott International, Inc