How Marriott is Redefining Loyalty and Personalization with Chief Customer Officer, Peggy Roe
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Peggy shares insights on the evolution of the hospitality industry, emphasizing the impact of customer loyalty and the role of first-party data in personalizing guest experiences.
“We really think about Marriott Bonvoy as our consumer-facing master brand, and our positioning for Bonvoy is that it gives you access to people, places, and passions that you love. And inside of that is a portfolio of not just hotel brands, but of experiences.” - Peggy Roe
The hospitality industry is undergoing rapid transformation, with customer experience and personalization at the forefront. As consumer expectations shift toward experiential travel and personalized service, hospitality leaders are challenged to innovate. Peggy Roe, Marriott’s first Chief Customer Officer, shares her insights on how Marriott is leveraging data and AI to redefine loyalty and meet evolving customer needs. Tune in for valuable takeaways on enhancing customer connections, fostering loyalty, and understanding emerging travel trends.
Peggy Roe serves as the Executive Vice President and Chief Customer Officer at Marriott International. She oversees global strategies that drive customer experience, loyalty, and brand innovation across Marriott’s extensive portfolio of over 9,000 properties worldwide. With over two decades of experience in the hospitality industry, Peggy has been instrumental in launching Marriott Bonvoy, a multi-branded travel program, and has played a key role in Marriott's expansion into new service areas. Prior to her tenure at Marriott, Peggy held positions at Amazon and Facebook, where she contributed to groundbreaking digital transformations.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
Meeting Customers at Every Life Stage - Peggy reveals how Marriott segments customers based on life stages to deliver more relevant experiences. By recognizing the different needs of business travelers, families, and solo adventurers, Marriott can design offerings that resonate deeply with each group. This approach to customer segmentation is key for brands looking to drive loyalty by aligning services with each phase of their customers’ lives, helping build enduring relationships grounded in understanding and relevance.
First-Party Data as the Key to Personalization - Marriott uses first-party data to offer a personalized experience that goes far beyond traditional hospitality. By understanding preferences on an individual level, Marriott Bonvoy anticipates what guests might need, providing a seamless, customized experience. Brands today can learn from Marriott’s approach—leveraging data with care to elevate customer experiences and differentiate themselves in a crowded market, ensuring each interaction feels uniquely tailored.The Shift Toward Experience-Driven Travel - Peggy highlights a major shift in consumer behavior: travelers today are prioritizing experiences over mere accommodations. In response, Marriott has expanded its offerings to include homes, villas, and unique brand partnerships, giving guests access to exclusive and memorable stays. This pivot shows the importance of adapting to changing consumer values, as brands can foster loyalty by delivering experiences that resonate on a personal level.
Building Loyalty Through Passion-Based Experiences - Marriott Bonvoy positions itself as a portal to unforgettable experiences, from Formula 1 races to NFL games. By aligning with customers’ passions, Marriott builds deeper loyalty and emotional connections that go beyond points and rewards. For brands looking to create a loyal following, leaning into what customers are passionate about can foster strong, lasting bonds that make your brand part of their lives.
Elevating Women in Leadership - Peggy shares her role in co-founding Marriott’s Women in Leadership initiative, championing gender equality across the organization. By creating mentorship opportunities and increasing representation, Marriott fosters a culture of inclusion that benefits both employees and customers. This initiative underscores the impact of investing in diversity, as inclusive practices resonate with consumers who support brands that stand for equity and social progress.
Listen to Peggy Roe on The Speed of Culture podcast to discover how Marriott International redefines customer loyalty and personalizes experiences across the globe.
