October 18, 2016 Marketplace

PLUS | Marriott’s Digital Ad Co-Op

PLUS is a digital advertising platform that connects hotels to consumer demand everywhere travelers shop. As consumers shop for hotels, they often search across multiple sites, and the PLUS Platform allow you to advertise your hotel(s) across these websites.

PLUSPlatform1

Marriott has partnered with HookLogic to create and maintain the PLUS platform with these objectives in mind:

Drive traffic away from OTAs and to Marriott.com, which is a lower cost channel
Increase Marriott’s online exposure and share of voice in as many demand generation digital marketing channels as possible
Maximize incremental profits by creating an optimal mix of demand generation channels from which hotels can benefit

These objectives align with Marriott’s system-wide distribution strategy, which is focused on maintaining a portfolio of booking channels that contributes to hotels’ long-term profitability.

Once you’ve created an account for your properties in the PLUS platform, you will work with a dedicated account manager to optimize your budget for bidding on available channels in PLUS.The Marriott Corporate team places its own bids in each channel, and you may place an additional bid for each of your properties to increase your chances of visibility. PLUS provides guidance and feedback, informing you of bid requirements to win a specific ranking within relevant channels.

howitworks

Simply put, PLUS allows individual hotels to layer funds on top of Marriott Corporate spend, increasing exposure to drive more direct bookings and reach your hotel’s goals.

layeredfunds
While PLUS currently includes a mix of paid search, metasearch and display ad channels, there are plans to add a variety of options to increase the number of new customer acquisition channels that are possible.

For an overview of the PLUS Platform, view this brief video. To learn more, visit MarriottPLUSPlatform.com or MGS, or send an email to PLUS@marriott.com. If you’d like to take advantage of this opportunity to drive more revenue to your hotel(s), click here to register for PLUS.