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

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.

Situation

As the Director of Sales and Marketing, Misty Obenauer confronted the distinct challenges of managing a hotel in Houston’s central business district. With 85% of its clientele comprising transient guests and a significant portion of group business, the hotel sought innovative strategies to enhance sales and highlight its luxurious offerings.

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. They were 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. 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.

We rebounded (from the pandemic) faster than any other hotel in Downtown!

Process

The project was a collaborative effort with the corporate team (Management and Ownership), focusing on finding the most user-friendly platform for their clients. They considered factors like photography quality, download times, and client service responsiveness, as speed to market was crucial. Through research, including word-of-mouth insights from similar hotels, they identified valuable programs to implement and came to the conclusion that Visiting Media was the best option.

Solution and Results

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.

We don’t have to worry about working around people’s schedules or if a room is out of order because we’re replacing the baseboards or whatever the case may be. We can go to this tour and we can walk them through and it’s just as good as them being property with us.

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.

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!

When we are putting that type of pressure on our clients to convert, we need to make sure that we are supplying them with all of the resources that they need in order to make a decision with confidence that the space is going to get what they needed to.

A Big Win

Misty recalled a significant deal she secured with the help of TrueTour: “I work with sports teams, and one of our most prominent clients is a highly influential soccer team featuring a superstar player. Their main concern was security first and foremost. I was actually able to use TrueTour to walk their security team through the hotel spaces, so they could map entries, exits, and where everything was going to be stationed. They signed in a couple of days, and the planner was extremely happy, arguing that decisions like that would take much longer, especially with the Soccer World Cup coming to US in 2026, security concerns will rise even more. It is a really big deal!”

Summary

JW Marriott Houston Downtown’s use of virtual tour technology has significantly boosted customer engagement and streamlined the sales process. By adopting TrueTour, the hotel not only overcame pandemic-related challenges but also strengthened its position in the competitive hospitality industry. Virtual tours have shortened the sales cycle and increased client confidence, helping the hotel meet the changing needs of its diverse guests. As safety and flexibility become increasingly important, their focus on technology will continue to drive success and solidify their reputation as a top choice for travelers and event planners.

JW Marriott Houston Downtown Quicklook

• Management Company: Dimension Hospitality
• Brand: Marriott International
• Segment: Luxury
• Space: 328 rooms | 13,500 sq. ft. meeting space | 7,000 wedding venue
• TrueTour Facts: sales cycle is reduced from 20-35 days to now just 18 days, with the use of the tool