At ONWARD 17, we hosted a series of sessions featuring Yext customers in conversation with Yext leaders. We asked them about their thoughts on the Intelligent Future, discussed recent changes in their field, and discovered how they’ve found Success with Yext.
Marriott International, Inc. is a leading global lodging company with almost 6,000 properties in 120 countries. The company owns and operates many well-known hotel brands, including the Ritz-Carlton, St. Regis, W Hotels, Sheraton, Courtyard Hotels, and JW Marriott. With such a large portfolio, Marriott aims to be not just the world’s favorite hotel company, but the world’s favorite travel brand.
At ONWARD, Stacy Patillo and Morgan Merron, both Managers of SEO Strategy at Marriott, sat down with with Yext’s VP of Client Services, Ramin Abtahi to discuss how the company uses Yext to accomplish strategic marketing priorities like maintaining a consistent digital presence, streamlining the search and booking process, centralizing its hotel information, and strengthening the performance of its websites.
Prior to partnering with Yext, Marriott was in need of a scalable solution to manage the digital knowledge specific to its local franchisees. As the world’s largest hotel company, many of Marriott’s hotels are franchised, and corporate wanted to enable franchise owners to make updates to their local online data. It was important to Marriott to highlight the unique attributes of each hotel location, since these attributes help customers make booking decisions.
In 2016, Marriott tested the Yext Knowledge Engine with a sample of almost 1,400 hotels over a 12-month period, to measure its impact on bookings. The test tracked listings click-through, rooms booked, and revenue generated. Over six months, the test found that revenue generated from room nights attributed to Yext Listings represented a 41.7-to-1 return on investment for US hotels, and a 28.3-to-1 return on investment globally. With Yext, Marriott also suppressed more than 35,000 listings.
“Service is a key element at Marriott, which transitions into our digital strategy,” Patillo said. “Yext has provided us with clean data which will set us up for the future.”
Want to learn more about how Marriott uses the Yext Knowledge Engine to maintain its digital knowledge? Read the full customer story here.