Marriott is aiming to use AI technology to revolutionize the way it operates as a travel retailer, similar to the way customers can personalize their travel experiences when booking a flight. The company is looking to tap into generative AI and technology to allow customers to create bespoke experiences, similar to how they would when booking an airline ticket or creating a personalized teddy bear for their kids. This marks the largest tech transformation that Marriott has ever undertaken, as it aims to create personalized experiences for customers across all aspects of its offerings, including rooms, experiences, restaurants, bars, golf, spa, yachts, and homes and villas.
Like many companies, Marriott is facing the challenge of implementing AI technology within its existing systems, which can be costly and difficult to scale. The company is transitioning to Amadeus IT and “attribute-based booking,” which will allow customers to personalize their stay by selecting specific preferences, such as high floors or jacuzzis. This personalized approach has been likened to creating a Build-A-Bear or Mr. Potato Head figurine, allowing customers to tailor their experience to their preferences. Technology has become a fundamental part of Marriott’s operations, with a focus on automating manual tasks to free up associates to spend more time with guests.
Marriott is also looking to disrupt the search function within the travel industry, which has remained relatively stagnant over the years. By experimenting with its Homes and Villas search function and testing different customer experiences, the company aims to identify what works best and integrate these ideas into its main website. This approach allows Marriott to learn from mistakes and figure out how to implement AI at scale, starting with a smaller segment of its business. Despite these technological advancements, traditional elements of the hospitality industry, such as the concierge and check-in desk, will remain an essential part of the customer experience.
The company is faced with the challenge of replacing legacy technology across thousands of hotels, which comes with a significant cost. Pinto emphasized the importance of overcoming these challenges to implement AI and technology effectively on a large scale. By automating manual tasks and utilizing technology to assist and augment employees’ roles, Marriott aims to improve the overall guest experience. This approach involves streamlining the check-in process and freeing up associates to interact more directly with guests, rather than being tied up with manual tasks.
Marriott’s use of AI and technology aligns with the broader trend in the travel industry, as companies seek to leverage new technologies to enhance customer experiences. The company’s focus on personalization and customization mirrors the shift towards personalized experiences in the travel industry, as customers seek tailored services that meet their individual preferences. By investing in AI and technology, Marriott aims to stay competitive in a rapidly evolving industry and provide customers with innovative and tailored experiences that set them apart from competitors. This strategic shift towards technology-driven personalization reflects a broader industry trend towards utilizing new technologies to enhance customer experiences and drive business growth.
