Marriott International

Executive Summary

Marriott International, a leading U.S.-based hotel company, leveraged artificial intelligence to deliver highly personalized guest experiences and optimize operations. Facing competitive pressure to increase guest satisfaction and loyalty, Marriott deployed AI-driven predictive analytics within its Bonvoy loyalty program and revenue management systems.

By integrating vast customer data and machine learning, Marriott tailored services to individual preferences and dynamically adjusted pricing to demand. The results were significant – higher customer satisfaction scores, increased repeat bookings, and revenue growth.

Problem Statement

Operating thousands of hotels serving 140+ million loyalty members, Marriott faced significant challenges in delivering personalized experiences at scale. Key issues included:

• Fragmented customer data across siloed systems
• Generic guest experiences lacking personalization
• Demand volatility affecting pricing and staffing
• Loyalty and retention challenges in a competitive market

AI-Driven Solution

Unified Data Platform

Marriott partnered with IBM to modernize its data infrastructure, moving to cloud-based data warehouses and aggregating customer data across all brands. This unified platform became the foundation for AI-driven personalization.

Predictive Analytics Engine

Machine learning models were deployed to predict guest needs and preferences, analyzing past behavior to recommend relevant amenities and services during future stays.

Dynamic Pricing & Forecasting

AI-driven demand forecasting optimized pricing and inventory, considering factors like historical occupancy, local events, competitor rates, and weather forecasts.

Implementation Process

Key Insights