Marriott aims to be as easy as Amazon
Like other hotel chains, Marriott is currently revamping its digital infrastructure, including updates to its loyalty, property management and reservation systems
At the Skift Global Forum in New York, Marriott CEO Anthony Capuano discussed the company's upcoming central reservation system and emphasized the company's goal to offer a wide range of offerings, such as food and beverage options, spa services, lodging, and unique experiences. He noted that today's consumers are more sophisticated, with companies like Amazon setting a high bar for seamless shopping experiences. People now expect to be able to easily select items across categories and complete their purchases effortlessly. Marriott's new platform aims to deliver the same smooth and integrated experience.
Key takeaways
- Capuano envisions Bonvoy evolving from a "transactional system" to a more "emotional" experience where members can use it for benefits like room upgrades, free coffee, and even VIP experiences like walking the red carpet at the Emmys;
- Marriott's future lies in the transformation of Bonvoy, which is poised to become the group's "umbrella brand" and soon a comprehensive one-stop shop for all travel needs;
- On Marriott's expansion strategy beyond hotel development, Capuano highlighted the potential of the company's luxury brands to branch out into new areas, such as the launch of Ritz-Carlton yacht cruises.
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