Marriott Bonvoy exceeds ROI target by 3.4x with Snapchat

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.

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).

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 target ¹ and 35% higher ROI versus competitor platforms in the UAE and Saudi Arabia ¹), demonstrating that the Snapchat audience was both very receptive to the brand’s message and eager to book a getaway for themselves.