Marriott taps into personalisation with Adobe Experience Cloud
Guests of Marriott International can expect to receive highly personalised experiences from the moment they book a trip to when they arrive on the property, following the hotel conglomerate’s decision to expand its decade-long relationship with Adobe.
“At Marriott, we are putting personalisation at the centre of how we interact with our customers in an effort to create seamless, intuitive travel experiences,” Marriott International data activation and audience strategy VP Chris Zheng said.
Marriott has selected Adobe Experience Cloud, giving the company access to applications including Adobe Real-time Customer Data Platform (Real-Time CDP) and Adobe Journey Optimiser.
According to Adobe, Marriott can build customer profiles that update in real-time as interactions happen across any online or offline channel with Adobe Real-Time CDP. This means its teams have an accurate insight into a guest’s interaction with the brand and the individual preferences they voluntarily share.
Deepening a strategic partnership
Meanwhile, using the Journey Optimiser, Marriott can match individuals with personalised options across its portfolio of more than 30 brands and nearly 8,800 properties, Adobe said.
“Adobe Experience Cloud uniquely brings together applications that help brands make sense of disparate data across their organisation, and then take action on it through building customer profiles and orchestrating cross-channel experiences,” Adobe Experience Cloud Platform and Products Senior VP Amit Ahuja said.
Marriott’s move to adopt Adobe Experience Cloud follows the company’s adoption of other Adobe applications including Creative Cloud and Experience Manager over the last decade as it focuses on growing its online channels, including Marriott Bonvoy and digital interactions that happen when guests are on property.
“Marriott is leading the way in tapping digital channels to fortify guest relationships, and our expanded collaboration supports this initiative through the lens of highly personalised experiences at scale,” Ahuja said.
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Aimee Chanthadavong
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