Modernizing Sales Through Virtual Tours: How JW Marriott Houston Downtown Adapted to New Business Trends

REVENUE MANAGEMENT

JW Marriott Houston Downtown stands as a premier destination for discerning travelers. Set in the heart of the city within the historic Samuel F. Carter skyscraper, this luxurious hotel boasts 328 elegantly designed rooms, 13,500 square feet of versatile meeting space, and 7,000 square feet of stunning wedding venues, all enriched by captivating artwork from local artists. Catering to a diverse clientele, approximately 85% of their guests are transient, complemented by a significant number of group bookings, typically accommodating 10 or more rooms.

Why it matters: We had the opportunity to talk to Misty Obenauer, Director of Sales and Marketing, who partner with Visiting Media back in 2020 to overcome the challenges posed by the pandemic.

She explained how Visiting Media’s software was able to allow JW Marriott Houston Downtown to recover business faster and streamline their sales process significantly.

Top 3 Core Objectives: During the pandemic, Misty and the team were focused on becoming a leader in adapting to new business trends while ensuring their clients felt comfortable and safe.

Provide an immersive experience: At the time, Misty was looking for solutions for clients who were hesitant about in-person meetings, offering immersive experiences that not only showcased the spaces but also built their confidence, allowing guests and planners to continue organizing events for the future, demonstrating a commitment to safety and customization.
Streamline the sales cycle: By incorporating experiences to their sales process, the team was expecting to close business faster and more efficiently.

"“When we are putting pressure on our clients to commit quickly, it's our responsibility to ensure we are supplying them with all of the resources they need in order to make a confident decision.”"

Misty Obenauer

Director of Sales and Marketing

Innovators Mentioned

JW Marriott Houston Downtown

Visiting Media

Misty Obenauer

Director of Sales and Marketing

JW Marriott Houston Downtown

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👍 Director of Sales and Marketing Misty Obenauer said that Director of Sales and Marketing Misty Obenauer said that communicating the unique aspects of their historic property was challenging, but providing a visual experience from the street to the venue proved impactful, enhancing their understanding of the guest experience and encouraging prospects to book faster.:

"“When we are putting pressure on our clients to commit quickly, it's our responsibility to ensure we are supplying them with all of the resources they need in order to make a confident decision.”"

⚖️ The selection process: During their research process, Misty Obenauer evaluated Visiting Media's product differentiators, customer support, and holistic value as a strategic partner and ultimately decided that Visiting Media was the best fit solution:

Director of Sales and Marketing Misty Obenauer said, about their decision: "So it was really a joint effort with our corporate team. We looked at a couple of different programs and it was really putting ourselves in the shoes of the consumer and trying to go through the process and see what is the most user-friendly solution."

📈 The results: JW Marriott Houston Downtow’s use of TrueTour has significantly boosted customer engagement and streamlined the sales process. Main results were:

- Faster sales cycle: The hotel sales team really incorporated TrueTour into the sales process, with links included in their signatures, proposals, and presentations. TrueTour enables the team to showcase available spaces without scheduling conflicts or room limitations, effectively bridging the gap for clients who cannot visit in person and, most of the time, shortening the decision-making time. Misty noticed that since the implementation of Visiting Media’s platform, there has been a significant reduction in their sales cycle from 20-35 days to now just 18 days. She emphasizes the importance of providing clients with the necessary resources to make informed decisions quickly and confidently, which sets them apart from competitors!
- Easier upsell to Premium Suites: Another team that benefits a lot from TrueTour is the front desk to upsell Vice-Presidential, Presidential and Premier Suites by showing guests a realistic view of the rooms directly on their monitors. This interactive approach not only enhances upsell opportunities but also provides transparency for guests, especially those with special occasions or families.
- Faster recovery from the pandemic: Misty assures that JW Marriott Houston Downtown rebounded faster than any other hotel in downtown.