Marriott delivers luxury experiences with data-led personalisation

Sangeeta Tanwar

International hotel chain Marriott is experimenting with a consumer identification and segmentation strategy to deliver personalised and differentiated consumer experiences across its more than 7,000 properties worldwide.

With 30 brands and 7,000-plus properties across 131 countries, Marriott boasts a powerful portfolio in the hospitality industry and its broad property base means both the opportunity as well as the challenge of serving a diverse customer base.

“In the digital space, we serve all these different customers through one website and one app; we have to think how we can personalise and differentiate experiences for each of our customers,” Susan Bloomberg, Marriott International’s vice-president of martech, merchandising and product performance, said at the Adobe Summit: The Digital Experience Conference.

The iterative product approach

In 2021, Marriott decentralised its Experimentation...

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