How Marriott is redefining loyalty and personalization

Chief customer officer Peggy Roe on how the loyalty program touches every part of the Marriott experience

Marriott positions its Bonvoy brand as the cornerstone of its consumer-facing identity, emphasizing its ability to connect travelers to the people, places and passions they care about. More than just a hotel brand, Bonvoy encompasses a diverse portfolio of hospitality and unique experiences.

Key takeaways

• Customer segmentation by life stage: Marriott uses life-stage segmentation to better understand and serve its customers. Whether serving business travelers, families or solo adventurers, the company tailors its offerings to the specific needs of each group, ensuring more relevant and resonant experiences;
• Personalized experiences through data: Marriott uses first-party data to create highly personalized guest experiences. By anticipating individual preferences, Bonvoy delivers seamless, customized stays that go beyond traditional hospitality standards;
• Focus on experiences over accommodations: Roe notes a significant shift in consumer behavior: travelers now prioritize experiences over basic accommodations. In response, Marriott has expanded its portfolio to include homes, villas and exclusive brand partnerships that offer guests unique and memorable stays.

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