Marriott International continues to lead the way in digital and social marketing innovation with the launch of the company’s fourth M Live Studio.

Located at Marriott’s European headquarters in London, the newest studio will serve as the epicentre for creating real-time content and generating social engagement with travellers in Europe.

M Live will engage in conversations in multiple languages including French, Spanish, German, Italian and English.

M Live empowers Marriott to interact with guests in a more personalised way and participate in one-to-one conversations on social platforms where travellers are already actively engaged.

It tracks conversations, trends, global performance, marketing campaigns and brand reputation across social platforms in real-time, identifying opportunities for Marriott to engage consumers with its 19 brands and nearly 4,500 properties worldwide.

Marriott International’s vice president of global creative and content marketing, David Beebe, explained: “We created M Live with an understanding that real-time marketing always starts with the guest, and the best way to engage with consumers is to start a two-way conversation that is relevant to their needs and preferences as travellers.”

M Live is designed to engage with guests around cultural moments that are relevant to what they are already talking about on social media. 

“We’ve turned the tables from creating general content distributed to thousands of guests to listening and leveraging a single moment that’s relevant and shareable between thousands of guests,” said Matthew Glick, senior director of global creative and content marketing.

“Not only are we able to discover these moments to engage with consumers quickly, but also identify opportunities by brand, by discipline, by market and by channel to create memorable and shareable experiences.”