Marriott Bonvoy exceeds ROI target by 3.4x with Snapchat


higher ROI on Snapchat 

on average versus target

between the UAE and Saudi Arabia


higher ROI on Snapchat

versus competitor platforms


more bookings on Snapchat 

in Saudi Arabia 

versus competitor platforms

The Story

With travel opportunities few and far between during the global pandemic, the innate desire to book a getaway to rest and unwind remained very high amongst Snapchatters. Marriott Bonvoy recognized this as an opportunity to be one of the first hotel chains to increase the awareness, consideration, and conversions on their many offers and experiences in the United Arab Emirates and Saudi Arabia. Following a very challenging year for the brand as it navigated through the global pandemic, the time was right to activate on Snapchat to welcome guests back to its properties in the region through a multi-format campaign aimed at driving immediate business results.

The Solution

Looking to drive consideration and bottom-funnel conversions, the brand utilized Snapchat’s suite of formats, including AR Lenses, Collection Ads, Story Ads, and Dynamic Ads to engage with Snapchatters, get them talking about the brand (via AR Lenses sparking word-of-mouth advocacy), and ultimately lead them down the funnel to book a stay (via the Collection Ads, Story Ads, and Dynamic Ads for retargeting).

The Results

Snapchat was able to drive significant business results for the brand in the UAE and Saudi Arabia, exceeding performance of all competitor platforms in the campaign1. Using a multi-format strategy, Marriott saw incredible success not only in the volume of bookings (35% higher in Saudi Arabia versus competitor platforms)1, but in efficiency as well (3.4x higher ROI on average versus target1 and 35% higher ROI versus competitor platforms in the UAE and Saudi Arabia1), demonstrating that the Snapchat audience was both very receptive to the brand’s message and eager to book a getaway for themselves.

“Snapchat formed an integral part of our demand generation plans in MEA, achieving outstanding results across all stages of the user journey that have exceeded our benchmarks.  We look forward to our continued partnership in 2021.”
- Sofia Rovnova, Senior Manager, Performance Marketing

1 Marriott Bonvoy internal data, November 9, 2020 - January 10, 2021.