the far from perfect travel journey: successfully … · marriott international | confidential and...
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MARRIOTTINTERNATIONAL|CONFIDENTIALANDPROPRIETARY.2017
C H R I S T I N E A . K E T T M E R
E Y E F O R T R A V E L 2 0 1 8
T H E F A R F R OM P E R F E C T T R A V E L J O U R N E Y : S U C C E S S F U L LY P I O N E E R T H E U S E O F D ATA A N D T E C H N O L O G Y T O I M P R O V E T H E C U S T OM E R E X P E R I E N C E A N D D R I V E L O YA LT Y
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M A R R I O T T I N T E R N A T I O N A L
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WHOWEARE:OURBRANDS
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OURLOYALTYPROGRAMS
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W H O A R E O U R C U S T O M E R S ?
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MILLIONS
(Age
16-64)
0
25
50
75
100
125
150
175
200
1990 1995 2000 2005 2010 2015 2020 2025 2030
OURCUSTOMERSMUSTBETHE“RAVINGBRANDFANS”AMONGTHENEXTGENTRAVELERS…
Baby Boomers (age 47 - 56)
Gen X(age 35 - 46)
Gen Y+ beyond (age 18 - 34)
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1MarriottRewardsLoyaltyAnalyticsDashboard,Sept2014,CompiledfrommemberactivityintheMarriottRewardsdatabaseofpointsawardedorchargedforhotelstays.MarriottRewardsdataforfullyear2013,system–wideaverageofallpropertiesinfullyparticipatingbrands
Includesover100MillionRewardsmembersworldwide
Generates50%oftotalroomnightpaidstays forMarriottRewardsMembers
Earns10consecutiveFreddieAwards– Topprogram
ProvidesMarriottInternationalwithcomprehensivecustomerdata forpersonalization
HelpsushookNextGens“beyondthestay”–frompurchaseloyaltytotrueloyalty
WHYIS LOYALTYSO IMPORTANT?
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WEKNOWOURGUESTS’ PATHTOPURCHASESTAGES
Shop&Book
Pre- ArrivalBetweenVisits
StayandDiscover
1
2
3
4
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ANDWECANSUCCESSFULLYCOMBINEDATAANDTECHNOLOGYTODRIVELOYALTY
Anomni-channeldatascience&
personalizationpracticeSeamlessandeasy-to-use
technologythatkeepscustomersconnectedthrough
thejourney
Asystemofcustomercommunication,recognition
andreward todeepen“stickiness”andloyalty
CUSTOMERINTELLIGENCE
FRICTIONLESSTECHNOLOGY
CUSTOMERSASACOMMUNITY
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BY ADOPTINGADIGITAL-FIRSTAPPROACH, WECANASCERTAINARICHERPICTURE
PartnershipwithSamsungandLegrandforIoTguestroom
Communicatewithoneanothertoserveguestsandoptimizehoteloperations
Game-changingandFirst-moverwithMobileCheck-inandCheck-out
MeetingServicesAppSystems Devices Apps
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S O W H A T A R E W E D O I N G F O R T H E M ?
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BEACONTECHNOLOGY&ARTIFICIAL INTELLIGENCE
ARTIFICIAL INTELLIGENCE
Aloft’s “Botlr” Cosmopolitan’s“Rose”concierge
BEACONTECHNOLOGY
Associatescanusethisinfotomakeapersonalconnectionwithguests
Acknowledgmentofloyaltystatus
Offerforadditionalassistance
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LOYALTYMARKETPLACECulinary|Lifestyle|Sports|Entertainment MARRIOTTMOMENTS
LOYALTYMARKETPLACEANDMARRIOTTMOMENTS
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KEY TAKEAWAYS
ACHIEVINGLOYALTYACROSSGENERATIONS
ADOPTINGDIGITAL-FIRSTAPPROACH
MEASURINGCUSTOMERBEHAVIORS