お客様事例

Marriott Saves Time for Hotel Managers and Drives Bookings With Yext

940M listing clicks
225% increase in profile views
27 回の重複リスティング抑制(ホテル1軒当たり)
業種
接客業
サイズ
6,000 properties
本社
メリーランド州ベセスダ
課題
Marriott International needed a scalable solution to help manage its digital strategy for its 6,000+ properties.

Marriott International, Inc.は120か国に約6,000の宿泊施設を所有する世界でも有数のホテル会社です。世界の象徴的ブランドの1つであるMarriottは90年近く前から宿泊客をもてなしてきました。Marriottの名を冠したホテルに加え、同社はThe Ritz-Carlton、St. Regis、W Hotels、Sheratonなど、有名なホテルブランドをいくつも所有して経営しています。これまで、同社はMarriott一族が経営陣のトップを務め、顧客への献身的なサービス、革新、一貫性、国際社会への貢献、人を最優先するという同社の核となる価値を維持してきました。

課題

「私たちの目標は単に世界一のホスピタリティ企業になることではなく、世界一の旅行会社になることです」と語るのは、MarriottのSEO担当ディレクター、Maggie Goldです。「私たちは常に、お客様に対して私たちが何ができるかを幅広い視野で考えており、さまざまな方法でお客様にサービスを提供することを考えています。つまり、デジタル戦略を含めて、私たちのあらゆる活動内容にサービス精神が浸透しているのです。私たちがホテル側を支援して共同事業者を大事にすれば、彼らも私たちのお客様を大事にし、お客様も再び訪れてくれます。」

ソリューション

Marriott uses Yext to manage hotel brand information globally, while also empowering individual hotel franchisees to customize their listings with local content themselves. Yext empowers brands like Marriott to publish brand verified answers across their websites, mobile apps, internal systems, and the entire Knowledge Network — over 150 maps, apps, search engines, GPS systems, and social networks including Google, Apple, Facebook, Bing, and Yahoo.

With Yext, Marriott can update and maintain information for every hotel, all from a single comprehensive dashboard — and distribute as much control to local managers as necessary.

“While the vast majority of our hotels are franchised, we were looking for a scalable way to keep all of our online local citations in check,” says Florent Abaziou, Search Marketing Manager at Marriott. "There are so many important online local citations across the web, and it’s becoming difficult for individual hotels to manage these themselves. We would rather find a way to support them with this — and give them time back to focus on the other parts of the business."

“One of Yext’s features that really caught our eye was the ability to quickly create calls to action,” Abaziou says. “Many of our hotels already leveraged this on certain platforms, like Yelp. Yext gives us a way to scale this up and leverage calls to action on all of its supported sites. Another useful feature is Facebook management, which helps us oversee all of our brand pages and hotel Facebook Places pages.”

“The duplicate suppression tool is an especially powerful feature to clean up facts about our brand across social channels,” Abaziou continues. “A user today may try to check in or tag a location on a photo they took in one of our hotels. Without this tool, they might see a couple of variations of that same location. The duplicate suppression tool allows us to merge any duplicate listings into one. This simplifies the user experience, removes misleading or false brand information, and as a byproduct, makes it easier for our hotels to see who is mentioning them across social media.”

Marriott first partnered with Yext in 2012. In 2015, the SEO team elevated the relationship to reach more hotels company-wide. “Until 2015, only hotels that were enrolled in the digital services programs were leveraging Yext through us,” says Abaziou. “Others had to go through their own third-party SEO agencies, or establish direct relationships with Yext. So, in 2016, our goal was to provide a streamlined way for all Marriott hotels to enroll with Yext.”

Yextのおかげで、各ホテルがすべての情報を最新に保つためのワンストップソリューションが見つかりました。
Florent Abaziou 検索マーケティングマネージャー

世界的なホテル会社にとって、各ホテルがいつでも独自性を打ち出せることは、宿泊客を呼び込むためにきわめて重要です。

結果

In 2016, Marriott tested Yext across nearly 1,400 hotels over a 12-month period. The test tracked the listings click-through, rooms booked, and revenue generated.

Over six months, the test found that revenue generated from room nights attributed to Yext represented a 41.7-to-1 return on investment for US hotels, and a 28.3-to-1 return on investment globally. In addition, a subset of 10 Yext-powered Marriott properties delivered 26% more searches and 225% more profile views than select comparable hotel properties in the industry. With Yext, an average of 27 duplicate listings were suppressed per hotel, mitigating confusion and streamlining search.

Since launch, Yext has driven over 940 million clicks to Marriott listings across the globe.

変化

Marriottの世界一の旅行会社になるという目標を実現するために、チームは従来の接客業の枠にとらわれずに考えるようになりました。これは、同社の各拠点におけるデジタル戦略において何よりも重要です。

「私たちは成長し続けており、ホテルに併設された各施設にも目を向け始めています」とAbaziouは話します。「多くのホテルにはスパやレストラン、ゴルフ場が併設されており、これはホテルの宿泊客以外にとっても魅力的です。こうした各施設をリストアップして地図型プラットフォームで見つかりやすくすることが、私たちの戦略全体にとって非常に重要です。」

「お客様が利用するプラットフォームの種類に関係なく、見つけていただきやすくしたいと考えています」とAbaziouはまとめます。

We believe that Yext is the tool that will help keep our brand information up to date and consistent across the web, and allow us to keep scaling up our local SEO efforts.
Florent Abaziou 検索マーケティングマネージャー
他のお客様事例

Marriott Saves Time for Hotel Managers and Drives Bookings With Yext
ストーリーを読む

Marriott Saves Time for Hotel Managers and Drives Bookings With Yext
ストーリーを読む

Marriott Saves Time for Hotel Managers and Drives Bookings With Yext
ストーリーを読む
ご不明な点はお問い合わせください。03-5472-7631

お問い合わせ