How Marriott’s AI Initiatives Will Empower Event Planners
In an era where technology is rapidly transforming industries, Marriott International is stepping things up with innovative artificial intelligence initiatives that aim to revolutionize the way event planners engage with the brand. Recently, Marriott began testing a new AI-powered search tool on its Homes & Villas website, marking significant progress in the company’s quest to integrate AI across its operations. This move underscores Marriott’s commitment to enhancing customer experiences and providing planners with the latest tools to make their gatherings more efficient and impactful.
The AI Revolution: A New Approach to Search
At the heart of Marriott’s AI efforts is the implementation of a natural language search tool on the Homes & Villas website. This innovative tool allows users to describe exactly what they want from a vacation, moving beyond the traditional search parameters of destination and dates. While still in its testing phase, the AI search tool is already showing promise in terms of user engagement, even if customers are still getting used to the idea of using conversational language to find their ideal accommodations.
Drew Pinto, Executive Vice President and Chief Revenue and Technology Officer for Marriott International, highlighted the significance of this initiative, noting that AI has the potential to alter the way customers interact with Marriott’s digital platforms. “AI is going to transform so many things, so we want to experiment,” Pinto explains. The natural language search tool is just one of the first moves in what Pinto describes as a “generative AI incubator”—a space where Marriott can explore various AI-driven concepts and gather feedback from both customers and associates. “Drawing from over 200 use cases submitted from our associates globally, our incubator is using AI in three key areas,” Pinto says. These areas are enhancing the associate and customer experience, kick-starting content generation, and enabling a better and more efficient work environment.
Marriott is also exploring the integration of the Professional Convention Management Association’s AI-powered tool, Spark, which streamlines agenda creation and improves attendee engagement, into some of its upcoming events. Spark utilizes artificial intelligence to analyze vast amounts of data, helping planners optimize session scheduling, speaker selection, and content curation. It then tailors recommendations based on attendee preferences and past event performance, ensuring a personalized schedule.
The Practical Implications for Event Planners
For event planners, the implications of Marriott’s AI advancements are profound. As these tools grow and expand across Marriott’s platforms, planners can expect a range of benefits designed to streamline the planning process.
One of the most exciting prospects is the ability to leverage AI-driven search and customization features. Imagine a future where planners can describe their ideal event setup—everything from the ambiance of the venue to the specific food desired —and have Marriott’s AI system generate tailored recommendations. This kind of intuitive interaction could save planners valuable time and ensure that every detail aligns with their vision.
Furthermore, the integration of AI into Marriott’s technology ecosystem means that event planners will have access to real-time data and insights that can inform decision-making. For example, AI-powered tools could analyze past events to suggest the most effective configurations, catering options, or even attendee engagement strategies. This level of data-driven planning not only increases the quality of events but also deepens the relationship between planners and Marriott, as the brand becomes a trusted partner in delivering successful, memorable events.
A Philosophical Shift: Learning and Adapting with AI
Historically, Marriott has been known for perfecting new technologies before rolling them out to customers. However, with AI, the company is embracing a more iterative, learn-as-you-go approach. As Pinto explains, “If it’s an area of our business that we think we can accept some risk, let’s try and let’s let the customer and our associates tell us what’s good and bad.”
This mindset is particularly relevant in the context of AI, where the technology is still evolving. By launching AI tools early and gathering feedback, Marriott hopes to ensure that its offerings remain relevant and effective. For event planners, this means that they can expect continuous improvements in the AI tools available to them, with Marriott actively incorporating user feedback to refine and update its services.
The Bigger Picture: Transforming the Customer Experience
Beyond the specific tools and features, Marriott’s AI initiatives are part of a much larger technology transformation that aims to fundamentally change the customer journey. This includes the replacement of Marriott’s core technologies—such as the property management system (PMS), central reservation system (CRS), and loyalty platform—with modern, scalable, cloud-based solutions.
This overhaul is not just about upgrading technology; it’s about creating a more seamless, integrated event for both customers and employees. As Marriott invests in AI and other digital technologies, the goal is to enable better interactions at every touchpoint, from booking a room to organizing large-scale meetings. For planners, this could mean everything from automated check-in processes that free up staff to focus on guest relations, to AI-powered tools that simplify the complex logistics of event planning.
A Partnership for the Future
As Marriott continues to innovate with AI, event planners stand to benefit from a suite of powerful tools and services designed to make their jobs easier and their events more successful. By embracing AI, Marriott is not only enhancing its own operations but also its relationship with planners. As these technologies evolve, planners can look forward to a future where AI plays an integral role in every aspect of their events—and Marriott is an indispensable partner in their success.
