Evolving Hospitality: Data and Personalization

I dove into the hospitality data realm with Marriott, and trust me, it's far from abstract theory. When we talk about 250 million Bonvoy members, we're not just crunching numbers—these are real people expecting personalized experiences. I orchestrated strategies with Riot Media to turn these expectations into reality, leveraging 500 unique attributes for audience targeting. But personalization doesn't stop there—the challenge is also maintaining cultural relevance across 145 countries. And then there's the data privacy puzzle. Navigating this labyrinth of consent and compliance is a real hurdle. Yet, with the right collaborations and smart tech usage, we're redefining what hospitality means. Here's how we do it, with concrete solutions and deliberate technical choices.

Harnessing Riot Media for Hospitality

When I first encountered Riot Media, I immediately realized it was a game changer for the hospitality industry. Imagine leveraging 500 unique attributes to target your ads; it's almost like having a personal conversation with each prospective customer. As the first commerce media network in hospitality, Riot Media uses these attributes to transform customer experiences across 10,000 hotels in 145 countries. By integrating this data from millions of Bonvoy members, we're able to deliver highly targeted messages at every stage of the travel journey.

As a builder, I've seen firsthand how networking this data can enhance the customer experience. It's a real game changer for hotels that can now anticipate customer needs even before they arrive. But watch out, this level of personalization requires careful orchestration to avoid overwhelming the customer with unnecessary information.

"We decided to start taking the same data and bringing brand partners into that ecosystem to come to life with their messages." Chris Norton, SVP and GM Riot Media

Personalization Strategies with Bonvoy Data

When we talk about personalization on the scale of 250 million Bonvoy members, it can seem daunting. However, the key lies in data collection and analysis. I've learned that structuring your workflow effectively is crucial for extracting relevant insights. First, you collect the data, then analyze it to understand travel habits and customer preferences. But remember, the more you personalize, the more you need to ensure privacy compliance.

Maintaining this level of personalization at scale poses its challenges. You must constantly balance offering a personalized experience with ensuring data protection compliance. I've seen companies get burned by failing to maintain this delicate balance.

Collaborating with Brand Partners

Collaborations with brands like Pepsi and Visa are crucial for enhancing customer experience. As a builder, I've found that the key to successful collaboration lies in aligning brand values with the hotel's. A good collaboration workflow starts with defining common goals, then ensuring that every message is relevant to the customer.

But watch out, too much brand visibility can sometimes harm the customer experience. I've seen cases where aggressive advertising ended up driving customers away. That's where the real challenge lies: finding the right balance.

Cultural Relevance and Global Strategies

Adapting marketing strategies for 145 countries is no small feat. Each campaign needs to be crafted with cultural nuances in mind. I've often orchestrated campaigns where understanding these nuances made all the difference. For instance, what's effective in the US might not resonate in Asia.

Global personalization presents unique challenges. Sometimes, it's quicker to create culture-specific messages rather than adapting a one-size-fits-all message. Culturally relevant marketing initiatives have shown that they can significantly boost customer engagement.

Navigating Privacy and Multi-Platform Challenges

Ensuring privacy compliance across multiple platforms is another major challenge. To effectively obtain customer consent, you need well-thought-out, transparent strategies. I've seen companies fail because they couldn't establish this transparency.

Connecting multi-platform experiences is essential in today's retail landscape. Customers expect a seamless experience, whether online or offline. Current trends indicate that privacy compliance and multi-platform integration will be major challenges moving forward.

With Marriott, I see how hospitality is evolving through smart data management and personalization. First, having 250 million Bonvoy members is a massive lever for creating ultra-personalized customer experiences. Then, using 500 unique attributes by Riot Media for precise targeting is a game changer, but watch out for privacy challenges. And when Marriott operates in 145 countries, we're talking about a truly global perspective. But let's not forget that all this hinges on strategic collaborations — without solid partners, scaling like this would be a logistical nightmare. So, looking forward, I'm convinced that data-driven strategies can transform your business, especially if you can navigate between personalization and privacy. I highly recommend diving into the "@MarriottIntl: The Next Evolution of Hospitality through Data, Loyalty, and Experience" video on YouTube. You'll discover in detail how these practices can have a direct impact on your professional daily life.