CASE STUDY: Using Social Media and SEM to Drive Group Business

Teri Merritt | July 14, 2016

By Teri Merritt Before I started my own business, I was heavily entrenched in the Marriott International corporate brass, where group meetings business accounts for 40% of the overall revenue for their US hotels. As a leader in marketing and e-commerce disciplines, my team's focus was largely devoted to driving demand and revenue from the direct consumer segments and channels. For reference, our shorthand for all these activities was B2C, while those pertaining to groups were called B2B. With the acquisition of Gaylord Hotels and the opening of several other large convention hotels in major US markets in the summer of 2012, I was tasked...