Test

We conducted a global cultural audit and semiotic analysis to better understand the values and experiences that luxury consumers will expect over the next decade. We went ‘backstage’ with event planners and leaders at Luxury Group properties, to better understand the nuances of service and brand. With these insights, we developed a unique vision for luxury Meetings & Events – with principles for executing experiential moments, creative elements, and individualized service.

We then collaborated with brand leaders across the Luxury Group to define the signature concepts and proof points to execute on that vision – creating a playbook customized for each luxury brand. We took a “train the trainer” approach to on-property implementation, empowering brand leaders to launch the strategy with over 25,000 hotel associates worldwide.

Our luxury Meetings & Events strategy has guided a wide array of strategic initiatives across Marriott International’s Luxury Group, from renovation and design to hiring and property programming. Our localization strategy has been integrated into corporate meeting packages and food & beverage offerings across the luxury portfolio. Since launch, Marriott’s Meetings & Events revenues have increased beyond competitive benchmarks.