Marriott is not just selling rooms anymore

The company wants to use AI to reinvent itself as a travel retailer, allowing customers to create experiences similar to what they do today when booking an airline ticket

Marriott's goal to personalize its offerings comes as companies across industries race to harness artificial intelligence. Like its peers, Marriott faces the challenge of replacing outdated technology across thousands of hotels, a transformation that comes with significant costs.

Key takeaways

• Scaling was the biggest challenge, encompassing everything from security and privacy to infrastructure. "These large voice models are extremely expensive," Pinto said. "It's been difficult for us to scale and make a viable business case;"
• Marriott is also moving to Amadeus IT and introducing "attribute-based booking," which allows customers to personalize their stay by choosing features such as high floors or hot tubs;
• Technology has become critical to the company, an integral part of its philosophy. But the concierge and the check-in desk are not going away.

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