Marriott Taps Loyalty Members at HQ Event, Tests AI Chat

2025-09-23 21:28:21 英文原文

作者:Sean O'Neill

Skift Take

In a first for major hotel groups, Marriott hosted 75 loyalty members at HQ to preview an AI chatbot for travel booking and gather customer feedback on other innovations.

Marriott's C-suite invited 75 of the hotel group's most loyal customers to its headquarters in Bethesda, Md., on Tuesday, signaling just how valuable direct customer relationships have become as artificial intelligence threatens to upend the way travelers book hotels.

The company's first "members' day" for its Marriott Bonvoy loyalty program doubled as an elaborate focus group: Peggy Roe, the company's chief customer officer and head of the loyalty program, had members rotate through various learning and survey sessions.

Loyalty members got to test concepts for spa amenities, new looks for guest rooms at flagship brands, and fresh recipes for food and drink at its many restaurants and bars.

Nearly the full C-suite attended. Executives appeared to match attending loyalty members at a roughly one-to-one ratio. It was the first loyalty member gathering of its kind by a major hotel group. CEO Anthony Capuano said the company was likely to hold similar memb

Key Points

  • Marriott hosted its first 'members' day' event, engaging top Bonvoy loyalty members at its headquarters to test new concepts and gather feedback.
  • The company unveiled a prototype AI chatbot for its mobile app, designed to personalize guest experiences and streamline hotel searches and comparisons.
  • Marriott aims to deepen direct relationships with guests through its loyalty program, positioning itself against disruptions from AI-driven travel booking and search.

Summary

Marriott recently organized a unique 'members' day' at its headquarters, inviting 75 of its most loyal Bonvoy program members to test new amenities, provide feedback, and preview a prototype AI chatbot for the Marriott Bonvoy app. The event underscored Marriott's strategy to strengthen direct customer relationships and reduce reliance on third-party booking platforms, especially as artificial intelligence threatens to disrupt traditional travel search and marketing. While the AI chatbot promises personalized service and greater convenience, Marriott executives emphasized that significant testing and attention to privacy will be required before any public rollout.

关于《Marriott Taps Loyalty Members at HQ Event, Tests AI Chat》的评论


暂无评论

发表评论

摘要

Marriott hosted a unique 'members' day' at its headquarters for 75 of its most loyal Bonvoy program members, allowing them to preview new hotel concepts and test an AI chatbot prototype designed to personalize guest experiences within the Marriott Bonvoy app. The event highlights Marriott's strategy to strengthen direct customer relationships and mitigate threats from AI-driven travel booking disruptions. Privacy considerations will be key as the company moves forward with this technology.