Marriott International

Background

Our client, a distinguished Croatian Travel Agency with a specialization in catering to sports teams, faced a pivotal challenge with the UEFA EURO 2024 final tournament set to occur in Germany. Recognizing the significance of this event, our collaboration with the agency for this specific project began in December 2023 and was aimed at securing accommodations. Although the agency has been in partnership with Marriott International for several years, the project's critical nature, coupled with the competitive market demand, necessitated direct involvement from GSA.

Solution

• Capture the majority of the agency's group bookings within the Marriott International portfolio
• Provided the agency with comprehensive hotel sourcing guidance, shared in-depth product knowledge, and maintained active engagement throughout the project
• Strategic site visit to Germany was organized, enabling the agency to experience Marriott International's diverse hotel offerings firsthand and assisting in the decision-making process
• Coordinated with the involved properties to optimize group allocation and pricing strategies, ensuring maximum conversion rates, revenue for the hotels, and satisfaction for the end client

Results

• Concluded with a remarkable achievement of a >50% conversion rate on group inquiries from the agency during the event period, translating to more than 350 room nights at an average daily rate (ADR) of over 300 EUR per room per night
• Initiatives not only boosted the client's loyalty to Marriott International but also integrated them more into the Marriott Bonvoy loyalty program, enhancing their booking experience
• Benefits offered by Marriott Bonvoy significantly influenced the agency's decision-making process, underlining the program's value
• 300% increase in the agency's group booking pace with Marriott International when comparing Q1 2024 to the entire year of 2023