Ms. Lapierre

Michelle Lapierre

Senior Director of Customer Experience and Social Media

Marriott Rewards

Michelle Lapierre is on the leadership team of Marriott Rewards, voted best hospitality loyalty program with 18 brands in 72 countries and over 48 million members worldwide. She sets the strategic direction for the Marriott Rewards social media channels to drive new member enrollment, engagement, trust, preference and loyalty. Her team is also responsible for representing the voice of the customer inside the company, ensuring focus on enduring relationships and meaningful recognition.

Ms. Lapierre is an independent thought leader in the area of human-to-human relationships between consumers, the brands they love and the needs they wish to fulfill. She combines her first-hand experience in hotel operations, account sales and social media marketing with strong research and innovation skills to contribute to Marriott’s impressive growth.

Ms. Lapierre received her B.A. degree from Michigan State University with a dual major in psychology and sociology; and her Masters in Management at the University of Redlands.

Ms. Lapierre can be contacted at 301-380-3000 or michelle.lapierre@marriott.com

Coming Up In The June Online Hotel Business Review




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Feature Focus
Sales & Marketing: Who Owns the Guest?
Hotels and OTAs are, by necessity, joined at the hip and locked in a symbiotic relationship that is uneasy at best. Hotels require the marketing presence that OTAs offer and of course, OTAs guest’s email when it sends guest information to a hotel, effectively allowing OTAs to maintain “ownership” of the guest. Without ready access to guest need hotel product to offer their online customers. But recently, several OTAs have decided to no longer share a data, hotels are severely constrained from marketing directly to a guest which allows them to capture repeat business – the lowest cost and highest value travelers. Hotels also require this data to effectively market to previous guests, so ownership of this data will be a significant factor as hotels and OTAs move forward. Another issue is the increasing shift to mobile travel bookings. Mobile will account for more than half of all online travel bookings next year, and 78.6% of them will use their smartphone to make those reservations. As a result, hotels must have a robust mobile marketing plan in place, which means responsive design, one-click booking, and location technology. Another important mobile marketing element is a “Click-to-Call” feature. According to a recent Google survey, 68% of hotel guests report that it is extremely/very important to be able to call a hotel during the purchase phase, and 58% are very likely to call a hotel if the capability is available in a smartphone search. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.