The Challenge - Steering through a Focused Journey
Therefore, as a newly in the city-state, the team at JW Marriott Singapore were looking for a strategic partner that can help in accelerating hotel’s MICE business growth and get a competitive edge over the other meeting hotels in the country. The team was looking at expanding its reach to attract new customers with a targeted approach and for that, they needed to have a strong digital marketing strategy.
The Solution - A Prosperous Partnership
JW Marriott Singapore partnered with Cvent in January 2017 and purchased Cvent’s Diamond Marketing Package to get more qualified leads and reach its target MICE audience. Cvent’s premium search ad placements allowed the hotel to appear at the very top of search results on the Cvent Supplier Network, bringing in more qualified business to the venue. Not only that, JW Marriott Singapore leveraged Cvent Supplier Network for responding quickly to the RFPs with more robust answers which lead to winning more MICE business. As a result, the hotel’s MICE business segment has grown by a whopping 80% in just two years.
Talking about the partnership with Cvent, Stephane Fabergoul, Managing Director at JW Marriott Singapore states, “Since we’ve signed the deal with Cvent, we have started receiving almost 40 percent more RFPs as compared to what we used to receive earlier. Our RFP conversion increased by almost 100 percent, which is very important for us because it is not about the volume but the quality of the leads received”.
What’s Next - More Promising Future
Over the years, JW Marriot Singapore has invested in Cvent’s Search Ad solutions to generate demand and promote their property. Stephane counts on Cvent as a growth partner and aims to build the relationship even stronger going forward: “We are working very closely with Cvent because their partnership is not just restricted to the exchange of ideas, but it’s about growing together”. He strongly feels that Cvent has played a key role in the hotels’ success and with Cvent’s tailor-made marketing solutions, the hotel expects to grow its MICE revenue even more in the near future.