How Marriott’s Personalized Customer Experience Strategy Encourages Customer Loyalty
Back in 1927, husband and wife John Willard and Alice Sheets Marriott started a humble root beer stand – a small idea that grew into Marriott International. By 1957, their commitment to evolving customer experiences had expanded that stand into a chain of successful restaurants, eventually leading to their entry into the hotel and hospitality industry. As of 2016, Marriott International created the world’s largest hotel company. With 5,700+ properties, they offer more than 1.1 million rooms across 30 brands in 110+ countries.
What fueled Marriott’s evolution from a root beer stand to a global leader? Their ability to innovate and adapt to customer expectations has been central. From personalized service to AI-driven insights, Marriott consistently delivers seamless, data-driven experiences that delight guests at every interaction.
Businesses striving for similar success can look to Marriott’s example of leveraging advanced customer experience strategies to build loyalty and drive satisfaction. With Sharpen’s AI-powered contact center software, companies can harness the potential of data and automation to meet—and exceed—modern customer demands.
We’re crushing on Marriott’s customer experience strategy and you should too. Let’s take a look at several specific ways Marriott delivers an exceptional customer experience and how Sharpen can help your organization.
1. Personalization is paramount.
Even in the hotel & hospitality industry, customer expectations are changing. It’s no longer just about which hotel offers a plush bathrobe or has a pretty lobby. Customers also care about all the digital interactions before they even get to their hotel. Customers expect every industry to deliver the same personalized, instant, data driven experience. Marriott meets the challenge.
Through Marriott’s partnership with Salesforce, the company gives Marriott employees all the relevant customer information they need. This way, any team member can deliver a personalized experience during every step of the customer journey. They see an accurate, 360-degree view of each guest’s profile, so they can continue a conversation with a customer from any channel.
Stephanie Linnartz, Marriott’s Global Chief Commercial Officer, describes it best:
“Guests are willing to give us information about themselves, and they expect that we use it to enhance their experience. Whether it is preference in pillow type or recommendations for local experiences once they’ve arrived at the destination, they expect us to leverage the information they’ve provided to personalize their experience and anticipate their needs. That is how we build loyalty and strengthen the relationship between our company and our guests.” Stephanie Linnartz, Marriott’s Global Chief Commercial Officer
Similarly, Sharpen’s AI CX tools empower businesses to offer tailored solutions by analyzing data from every customer interaction. For example, AI-driven analytics can predict customer needs, route inquiries to the right agents, and provide agents with relevant insights to resolve issues efficiently.
2. Data-informed decision-making.
To deliver exceptional experiences, Marriott relies on data to deliver such a personal and seamless experience. Through direct feedback surveys and tracking data from every interaction, Marriott continually learns from its guests, refining their offerings to meet evolving expectations.
This data-driven approach allow them to create a customer experience strategy that aligns with guest needs, delivering personalized solutions and building deeper connections. With advanced AI customer experience tools—such as feedback analytics and automated insights—companies of all sizes can not only gather data but also translate it into actionable improvements.
3. Delivering a complete experience.
Marriott’s approach is all about meeting customers at every step of their journey. With the launching of Marriott Bonvoy, Marriott’s new rewards program, Marriott cares about more than giving you a bed to sleep in for a few nights. They want to offer a full travel experience.
Customer experience isn’t just a one-off, single interaction with the brand. It’s the collection of all the micro-moments customers experience with Marriott over time. When I book a hotel stay, most companies are more concerned about the three nights I’ll be staying with them than my experience before or after. But, Marriott Bonvoy offers customers expert recommendations and curated activity lists that are unique to them. It’s personalization at its finest.
What’s more? Marriott takes fast responses seriously. They let customers find and book experiences on Facebook Messenger instead of only by phone. Over Facebook Messenger, customers get a location-based recommendation of Marriott activities. Then, they can pay for the activity from their desktop, laptop, or mobile device.
By leveraging advanced call center solutions and omnichannel communication platforms, businesses can achieve the same level of fast response and personalization that enhances customer experiences. These platforms enable companies to streamline customer interactions, providing seamless communication across various channels.
4. Prioritizing employees to drive business success.
We’ve said it before — happy employees are key to happy customers. Marriott’s success illustrates how it’s true. Marriott not only has a loyal customer base, but many loyal employees, too.
Marriott follows five core values:
- Put people first.
- Pursue excellence.
- Embrace change.
- Act with integrity.
- Serve our world.
They invest in training and development and give employees opportunities to grow with the company instead of having to leave to find growth. And with employee surveys, Marriott can measure their employee engagement to see how it impacts business. Turns out, their engaged employees are more productive, have fewer problems with guests, and stay with the company longer.
5. The loyalty advantage
Retaining an existing customer is ultimately cheaper and more valuable than acquiring a new customer. According to industry research, loyal customers spend up to 67% more than new customers over time. Marriott understands that customer loyalty is about more than giving customers one good hotel experience. Instead, the goal is for that customer to always choose Marriott when they travel. That’s customer loyalty.
Marriott’s approach to loyalty is rooted in personalization and data-driven insights, powered by advanced AI technologies. Through the Marriott Bonvoy program, the company uses AI to analyze customer preferences, travel patterns, and feedback. This allows them to offer tailored recommendations, exclusive perks, and curated experiences that deepen the emotional connection between guests and the brand.
AI also drives Marriott’s digital engagement. For example, AI-powered chatbots in the Marriott app provide 24/7 customer support, addressing guest inquiries in real time and creating a seamless service experience.
By blending human expertise with AI-enhanced tools, Marriott consistently delivers personalized, delightful interactions that exceed expectations. This combination strengthens customer relationships, drives repeat business, and solidifies Marriott’s reputation as a global leader in customer loyalty.
How Sharpen Helps Your Business Do the Same
Investing in robust AI-powered contact center software, like Sharpen, allows businesses to streamline communication and improve customer interactions. By focusing on customer service and advanced CX strategies, companies can cultivate lasting relationships, drive loyalty, and enhance their brand reputation for long-term success. Schedule an initial call with the Sharpen team today to get started!