Renaissance Hotels & Resorts B2C, B2B
Creative Targeting, Compelling Promise Engage Valuable Untapped Audience, Reservations Up ⇧ 11%
Background With global reservations and occupancy below industry standards, a vague brand image among consumers and competitors enjoying higher degrees of awareness, attitudes, loyalty and usage, Renaissance was one of parent Marriott’s weakest performers.
Renaissance Bali Uluwatu
Opportunity Our research revealed a valuable segment of travelers who were younger (25-44), earned above average income (HHI $100k+/year) and traveled abroad frequently.
This segment expressed wanting “more than the routine” and “new and different experiences” and were somewhat loyal to two or three brands but open to trying new ones. We named this segment of travelers “Renaissance People” (RP).
Renaissance Koh Samui
Approach We developed and executed integrated work which included modern, re-imagined versions of some of the most well-known Renaissance paintings, mated with photos of luxury spas, rooms, amenities and experiences unique to local cities and individual properties. In the U.S. the J.D. Power (#1 in Upscale-Hotel Guest Satisfaction) Award was featured as a proof point for Renaissance’ exceptional hospitality.
Renaissance Phuket
Outcome The campaigns were credited with helping increase reservations 11% year-over-year and increasing occupancy as much as 9% in the APAC and LATAM regions. In addition to these upticks the campaign was embraced at all levels within Renaissance and Marriott, from Renaissance hotel GMs to the founder's son, J.W. Marriott
Agency McCann