Marriott Builds Hybrid Playbook to Connect With Confidence

March 24, 2021
Marriott Builds Hybrid Playbook to Connect With Confidence

Marriott International turned event planners into willing lab rats this January at the Gaylord Rockies Resort and Convention Center outside of Denver. More than 100 of the attendees were on-site at the massive property while another 800 were digital. Knowing that more than 50% of those attendees were meeting and event professionals planning to host a hybrid event within the next six to 12 months, Marriott hoped to show a way forward while gaining insight into how it could serve the new era of events.

The results, which surely will be modified as the industry learns more, are the centerpiece of Marriott’s Connect with Confidence program. Using case studies, like the Gaylord event and an earlier gathering at The Ritz-Carlton Tyson Corner in Northern Virginia, the hotel giant has crafted an 18-page guidebook for planners.

It includes information regarding:

  • Devising an event strategy centered on goal and informed on new realities
  • Managing expectations via communications
  • New methods to engage in-person and virtual attendees
  • Creating an environment that is optimal for business while allowing for flexibility
  • Crafting meaningful opportunities to connect and network. 

“The overall success of a hybrid event is dependent on internet speed and stability,” said Tammy Routh, senior vice president of global sales organization for Marriott International.

Partnerships with industry leaders Encore, Cvent, Convene, MeetingPlay and Hopin provide Marriott ample resources to meet planners’ technological needs. Knowing the digital feed won’t kick out allows for the confidence to create experiences that can be enjoyed by two sets of audiences simultaneously yet separately.

As hosts for meetings of all kinds and with elite in-house planners, Marriott made the most of its unique situation during these fact-finding missions/events. Much of the company, fittingly, revolves around pre-planning.

Mapping out camera angles in advance helped producers devise a strategy to keep virtual audience members engaged. MeetingPlay built multiple angles at the Tyson Corner gathering (44 in-person; 238 online) and used its app as an online dashboard so both sets of attendees could chat and answer poll/survey questions in real time. Virtual attendees uploaded images to a gallery displayed on-site in the ballroom. Prizes added a game element to spur interaction.

Another example cited in the hybrid guide was the need to prepare for attendees to arrive far earlier than in the pre-pandemic era so they can scope out the venue. Bite-sized communication pieces sent out prior to a gathering helps make a potentially overwhelming situation more manageable.

Marriott is making optional safety measures available, including pre-event and on-site COVID testing. Many of the chain’s properties in Mexico and the Caribbean are offering free on-property testing for guests staying three nights or longer as part of Marriott’s “Travel with Peace of Mind” initiative.

“This final decision is with the meeting planner, but testing can enhance the wellness aspect of the meeting attendees,” Routh noted.

So, what did the survey results say? Marriott reports 95% of attendees at the Gaylord would adopt many of the same principles at the events they are planning.

 

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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact