Seamless Xtra’s Paula Hallentuch interviews Ricky Cherian, Marketing & Communications Manager (Head of Department), Aloft Muscat – Marriott International, Oman.

 

Mastering Digital Marketing: insights on choosing channels, setting priorities and crafting winning campaigns – a conversation with Ricky Cherian, Marketing & Communications Manager at Aloft Muscat – Marriott International in Oman

As the Marketing Manager at Aloft Muscat, Ricky Cherian brings a results-driven mindset and deep expertise in hospitality marketing. With a strong background in marketing, communications and tourism, he leads impactful campaigns, social media strategies, and PR efforts that elevate brand visibility and engagement for Aloft Muscat.

 

  1. How do you determine the right social media channels for your target audience?

When identifying the best social media channels for our target audience, I start by looking at where they’re most active. This includes analysing the demographics of each platform to see where our audience spends their time. For example:

  • Audience Analysis: I look at age, location, interests and behaviour using tools like Google Analytics, Facebook Insights or third-party tools.
  • Platform Strengths: Each platform has its advantages; Instagram and Pinterest are great for visually driven brands, while LinkedIn is ideal for B2B.
  • Competitive Analysis: Seeing where similar brands succeed also helps us understand which platforms may work best for us, letting us reach our audience more efficiently and with maximum impact.

 

  1. Can you explain how you prioritise different digital marketing channels (e.g., email, SEO, PPC, social media) in your strategy?

 Choosing digital marketing channels depends on our audience and campaign goals. Here’s how I prioritise:

  • Email Marketing: Ideal for personalised communication, keeping customers engaged and driving conversions. I focus on email for nurturing leads and reaching an existing customer base.
  • SEO and Content Marketing: For long-term growth, SEO is essential. It’s the main channel for organic traffic, especially when targeting audiences who actively search for us.
  • PPC (Pay-Per-Click): When immediate results are needed, especially for limited-time offers or launches, PPC lets us reach a targeted audience quickly.
  • Social Media: Great for building brand awareness, engaging followers and telling our brand story. I prioritise it for brand-building, events and sharing our message.

How I prioritise these often depends on our specific goals, who we’re trying to reach and our broader business objectives.

 

  1. Can you give an example of a successful digital marketing campaign you’ve executed? What made it successful?

 One campaign I’m proud of was a seasonal promotion for Aloft Muscat’s hotel rooms. We aimed to boost bookings and build awareness during the holiday season.

  • Strategy: We used a blend of social media, email, and PPC. Our campaign had festive visuals and videos on Instagram and Facebook, exclusive offers via email and targeted Google Ads.
  • Results: Bookings increased by 30% during the campaign, and engagement on social media was high.
  • What Worked: Personalising emails, targeting ads effectively and using eye-catching festive visuals made all the difference. The campaign’s timing and clear calls to action helped potential guests connect and book easily.

This approach to tailored messaging and strategic channel use made the campaign a success.

 

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