Marriott
Dialog Case Study

Mariott/Starwood

Gaining a competitive edge through scaling digital

Client Overview

Starwood Hotels and Resorts Worldwide, Inc. was one of the largest owners and operators in the world of hotels, resorts, spas, residences, and vacation ownership properties. It was acquired byMarriott International.

Situation

The CEO of Starwood Hotels & Resorts turned to Dialog for a unified strategy for leveraging social conversations across multiple brands, 1,200 properties, and over 180,000 employees worldwide. They needed to improve their digital, social and mobile presence to maximize their relevance and competitive edge.

Approach

The Starwood executive team understood that social media could be leveraged to dramatically improve customer experiences but needed a partner who understood how to address it from strategy to execution without unleashing chaos across their 1200 properties and 180,000 employees.

Dialog evaluated and identified risks, opportunities, and best practices to develop a long-term roadmap with metrics. The process included a deep analysis of top relevant socially recognized brands, mapping strategies to tactics, tools and benchmarks, and development of a long-term maturity model for social media operations.

Dialog delivered a full strategy to customize web and digital experiences around the customer as well as a six-point plan for managing social media growth with good governance, accountability and metrics for global implementation.

Elegant hotel lobby

“I would recommend Dialog to anyone seeking a firm grasp of strategy married with digital execution.”

Fritz van Passchen

CEO, Starwood Hotels & Resorts

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