How Marriott uses social channels to target audiences

This event report addresses how Marriott International, the hotelier, uses each of its main social media channels for a distinctive purpose.

Marriott International, the world's largest hospitality and lodging company, maintains an extensive social-media presence across eight different platforms. And, as much as these offerings would seem to have characteristics in common, the hotelier carefully differentiates the services and messaging to each one.

Jennifer Utz Ilecki, VP/Buzz Marketing & Global Partnerships, Marriott

And Facebook, Facebook Messenger, Instagram, Snapchat, Twitter, Weibo and WeChat – not to mention Marriott's own "insiders' community" – have all matured to the point where each one addresses a distinct audience, reported Jennifer Utz Ilecki, Marriott's VP/Buzz Marketing & Global Partnerships.

"These platforms are now for different audiences...

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