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WINNING @ THE
MOMENTS OF TRUTH
George Corb inS V P , D i g i t a l
M a r r i o t t i n t e r n a t i o n a l
1@ G e o r g e C o r b i n 1
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WE ARE AT AN INFLECTION POINT
9 0 Y E A R S O L D
T E C H N O L O G Y I S D I S R U P T I N G O U R I N D U S T R Y
W E A R E B E I N G I N T E R M E D I A T E D
O U R C U S T O M E R I S C H A N G I N G
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THE MILLENIAL
WAVE
50% of US work force by 2018
1.8 BILLION worldwide
0
25
50
75
100
125
150
175
200
225
1990 1995 2000 2005 2010 2015 2020 2025 2030
Mill
ions (
Age 1
8 –
65)
Baby Boomers
Generation X
Generation Y and later
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THE MILLENIAL
WAVE
More purchasing power in the next 10 yearsthan any generation in history
2X more likely to travel vs. Boomers
Half of all travel purchases by 2020
0
25
50
75
100
125
150
175
200
225
1990 1995 2000 2005 2010 2015 2020 2025 2030
Mill
ions (
Age 1
8 –
65)
Baby Boomers
Generation X
Generation Y and later
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NEXT GENERATION
TRAVELERS
76% of room nights by 2018
3x the use of technology
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powering theTRAVEL MOMENTS with DIGITAL
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powering theTRAVEL MOMENTS with DIGITAL
W I N T H E B O O K I N G W I N T H E S TAY
CONSIDER &
EVALUATE
SHOP &
BOOKGO RETURN
PRE-
DEPARTUREARRIVE STAY | WORK | PLAY
CONVERT SERVE & DELIGHT ACQUIRE
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HALOMOMENTS
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find the
MOMENTSthat matter most…
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… and serve those
moments
FLAWLESSLY
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marriott.com
W I N T H E B O O K I N G
CONSIDER &
EVALUATE
SHOP &
BOOKGO RETURN
PRE-
DEPARTUREARRIVE STAY | WORK | PLAY
mobile
responsive design
SE
O
hotel
reviewssort order
redeem onlinemerchandising
targeting
click-to-chat
MVT ho
te
l
we
bsit
es
retargeting
chinese app
russian site
fr
en
ch
sit
earabic site
globalization
MDS
affiliates
instant booking
tripadvisor
paid search
sp
an
ish
sit
e
german site
Dynamic bid management
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DIGITAL PLATFORMGROSS BOOKED REVENUEin billions
$13.4B+11% YoY
MOBILE APPGROSS BOOKED REVENUEin millions
$197M
$358M
$628M
$1B
+70% YoY
$1.7B
2012 2013 2014 2015 2016
W I N T H E B O O K I N G
CONSIDER &
EVALUATE
SHOP &
BOOKGO RETURN
PRE-
DEPARTUREARRIVE STAY | WORK | PLAY
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W I N T H E B O O K I N G W I N T H E S TAY
CONSIDER &
EVALUATE
SHOP &
BOOKGO RETURN
PRE-
DEPARTUREARRIVE STAY | WORK | PLAY
CONVERT SERVE & DELIGHT ACQUIRE
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the value of
WINNING the
STAY
+35%
+52%
1st stay 2nd stay 3rd stay
life
tim
e va
lue
of
cust
om
er
?
W I N T H E B O O K I N G W I N T H E S T A Y
CONSIDER &
EVALUATE
SHOP &
BOOKGO RETURN
PRE-
DEPARTUREARRIVE STAY | WORK | PLAY
CONVERT SERVE & DELIGHT ACQUIRE
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CONSIDER &
EVALUATE
SHOP &
BOOKGO RETURN
PRE-
DEPARTUREARRIVE STAY | WORK | PLAY
72%“Upgrade my room before I arrive”
73%“Where
should I go eat?”
75%“How do I
get there?”64%
“I need to text the hotel; alert
me if my room is fixed”
69%“Allow me to check-in in advance”
71%“I need a
ride”
70%“Alert me when my
room is ready”
57%“I want to pre-order
room service”
63%“Is there a
hotel special today?”
73%“I need to check out on the go”
66%“I want more TV options in
my room”
Sources: *Marriott IPSOS study 2011 (N = ~1,500 travelers). Scores are top-2 box.
Marriott IPSOS study 2013 (N = ~3,000 travelers). Scores are top-2 box. First number is FBTs, second is Gen Y.
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CONSIDER &
EVALUATE
SHOP &
BOOKGO RETURN
PRE-
DEPARTUREARRIVE STAY | WORK | PLAY
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And it’s working…
20,000,000MOBILE CHECK INs/OUTs
AND GROWING
4.5%16%MOBILE CHECK-IN PACE
TRIPLED
+2.5 ptsHIGHER SATISFACTION
MOBILE vs. NON-MOBILE ARRIVAL EXPERIENCE
GEN Y GUESTS HAVESTRONGER IMPRESSION OF
MARRIOTT VS. COMPETITION BASED ON APP EXPERIENCE
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find the
MOMENTSthat matter most…
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… and serve those
moments
FLAWLESSLY
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easy, right?
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HOTELS ROOMS
COUNTRIES
LEGACYSYSTEMS
1/3 MANAGED2/3 FRANCHISED
EMPLOYEES
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th i s jou rney i s no t about
technology …
i t i s about t rans fo rm ing
a serv ice model
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6 THINGSthat can block
digital
transformation … and how we
overcame them
NO
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1. Create clarity and urgency around the problem
War games make it real … and break mindsets
“Problem? What problem?”
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2. Make the destination clear, relatable, achievable … and inspiring
Vague, superficial, or overly technical “strategies”
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marketing
brand
IT
digital
operations
3. Break the si loes…
• Develop the strategy & tactics together• Joint execution teams• Retool key jobs
bra
nd
digitaloperations
ma
rke
ting
hunt as a pack
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4. Align your Goals… ceil ing to f loor
• Shared purpose• Joint accountability• Clear priority across depts• Affects compensation
bra
nd
digitaloperations
ma
rke
ting
digital
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5. Ride the existing rails where you can
• Use the familiar as the vehicle for the new
• Reduces how much unfamiliar change employees must absorb
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6. Use pilots to de-risk 3 critical factors
@ S C A L E
CUSTOMER ADOPTION
RISK
TECHNOLOGY
RISK
OPERATIONS
RISK
risk aversion
!
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focus on the
real
threat
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outdated
technology
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revenue
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market share
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RELEVANCE
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“We tend to over-estimate
what will happen in the
next 2 years…
… and underestimate what
will happen in the next 10.”
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thank you
@ G e o r g e C o r b i n 1
/ G e o r g e C o r b i n
> F O L L O W >