1. Marriott curates a seamless, personalized experience.

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. From any Marriott computer, customer history and customer interactions are accessible.

Here's an example of how Marriott creates a personal experience:

Mary is a member of Marriott's loyalty program. Her trip isn't for another three weeks. But she can still use live chat to connect with an associate in Marriott's customer engagement center to make a special request for her stay. She needs two stiff pillows and will need to keep her bags at the front desk following her check out time. No problem! The agent logs her request and she's all set.

Then, a day before her check in, she goes into the Marriott Mobile app. She adds one more request: she'll need dry cleaning service as soon as she checks into her room. When she arrives at her hotel, her Marriott front desk employee knows of all her requests, and is prepared to have her dry cleaning picked up.

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

According to this article, define how you would improve this current strategy in Marriott.