Marriott International has launched its fourth M Live Studio, designed to “interact with guests in a more personalised way” and “participate in one-to-one conversations on social platforms where travellers are already actively engaged”.

Located at the group’s European headquarters in London, the studio joins existing bases in the US, Asia-Pacific and the Caribbean and Latin America regions.

Marriott says that the studio will “serve as the epicentre for creating real-time content and generating social engagement with travellers in Europe”, and will engage in conversations in multiple languages including French, Spanish, German and English.

The group cites an example of a flash mob marriage proposal at a Marriott property in London, around which the M Live team was able to “quickly activate and develop content to amplify the conversation”.

The studios are used to track conversations, trends, global performance, marketing campaigns and brand reputation across social platforms in real-time, “identifying opportunities for Marriott to engage consumers with its 19 brands and nearly 4,500 properties worldwide”.

Osama Hirzalla, vice president brand marketing and e-commerce, Europe said:

“We know that the next-generation of travellers are digitally savvy, constantly connected, and are looking for a more personalised one-to-one relationship with our portfolio of brands.

“The power of M Live Europe is that we can now engage with travellers in more regionally and culturally relevant ways that are meaningful to them.”