To more effectively target Latino business travelers in the United States, Marriott turned to DMI. We created a five-year strategic plan that included strategies to increase brand identity/affinity, sponsorship opportunities, potential partnerships to increase value/visibility, SWOT analysis, competitive reports and qualitative/quantitative research.
Based on our findings, DMI made a series of recommendations to Marriott management, and approval of the plan and its budget recommendations was secured. Confident it will see exponential returns on its investment in the Hispanic market, Marriott increased its multicultural marketing budget five fold versus the previous year.