As a new property in a competitive market, this Marriott Autograph Collection Hotel faced the dual challenge of introducing its brand to potential guests while driving bookings directly through its website to avoid high commission fees from third-party OTAs (Online Travel Agencies). To ensure a successful launch, the hotel needed a data-driven marketing approach that would create widespread brand awareness leading up to the grand opening, attract high quality direct bookings during launch and beyond at a premium rate and overcome the negative local perception of the area.