Marriott's travel retail ambitions

The company's revenue and technology chief discusses the reception of its AI search tool on the Homes & Villas website

At the heart of the initiative is natural language search, which allows users to describe their ideal vacation. Currently in the testing phase, the hotel giant plans to use the insights gained from this smaller segment of the business before implementing the tool more broadly, including on its main website.

Key takeaways

• Despite being in its early stages, the AI search tool has been well received, although customers still tend to enter destination and dates, even when using natural language search;
• This launch-and-learn approach marks a shift for the company. Previously, they preferred to perfect new technologies before introducing them to employees and customers. Now, where the risk is perceived to be lower, they are more open to releasing and refining based on feedback;
• Another example of this strategy is the recent launch of a global dining portal that consolidates the company's bars and restaurants and allows customers to search the entire collection using natural language.

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