MARRIOTTINTERNATIONAL|CONFIDENTIALANDPROPRIETARY.2017

C H R I S T I N E A . K E T T M E R

E Y E F O R T R A V E L 2 0 1 8

T H E F A R F R OM P E R F E C T T R A V E L J O U R N E Y : S U C C E S S F U L LY P I O N E E R T H E U S E O F D ATA A N D T E C H N O L O G Y T O I M P R O V E T H E C U S T OM E R E X P E R I E N C E A N D D R I V E L O YA LT Y

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M A R R I O T T I N T E R N A T I O N A L

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WHOWEARE:OURBRANDS

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OURLOYALTYPROGRAMS

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W H O A R E O U R C U S T O M E R S ?

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MILLIONS

(Age

16-64)

0

25

50

75

100

125

150

175

200

1990 1995 2000 2005 2010 2015 2020 2025 2030

OURCUSTOMERSMUSTBETHE“RAVINGBRANDFANS”AMONGTHENEXTGENTRAVELERS…

Baby Boomers (age 47 - 56)

Gen X(age 35 - 46)

Gen Y+ beyond (age 18 - 34)

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1MarriottRewardsLoyaltyAnalyticsDashboard,Sept2014,CompiledfrommemberactivityintheMarriottRewardsdatabaseofpointsawardedorchargedforhotelstays.MarriottRewardsdataforfullyear2013,system–wideaverageofallpropertiesinfullyparticipatingbrands

Includesover100MillionRewardsmembersworldwide

Generates50%oftotalroomnightpaidstays forMarriottRewardsMembers

Earns10consecutiveFreddieAwards– Topprogram

ProvidesMarriottInternationalwithcomprehensivecustomerdata forpersonalization

HelpsushookNextGens“beyondthestay”–frompurchaseloyaltytotrueloyalty

WHYIS LOYALTYSO IMPORTANT?

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WEKNOWOURGUESTS’ PATHTOPURCHASESTAGES

Shop&Book

Pre- ArrivalBetweenVisits

StayandDiscover

1

2

3

4

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ANDWECANSUCCESSFULLYCOMBINEDATAANDTECHNOLOGYTODRIVELOYALTY

Anomni-channeldatascience&

personalizationpracticeSeamlessandeasy-to-use

technologythatkeepscustomersconnectedthrough

thejourney

Asystemofcustomercommunication,recognition

andreward todeepen“stickiness”andloyalty

CUSTOMERINTELLIGENCE

FRICTIONLESSTECHNOLOGY

CUSTOMERSASACOMMUNITY

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BY ADOPTINGADIGITAL-FIRSTAPPROACH, WECANASCERTAINARICHERPICTURE

PartnershipwithSamsungandLegrandforIoTguestroom

Communicatewithoneanothertoserveguestsandoptimizehoteloperations

Game-changingandFirst-moverwithMobileCheck-inandCheck-out

MeetingServicesAppSystems Devices Apps

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S O W H A T A R E W E D O I N G F O R T H E M ?

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BEACONTECHNOLOGY&ARTIFICIAL INTELLIGENCE

ARTIFICIAL INTELLIGENCE

Aloft’s “Botlr” Cosmopolitan’s“Rose”concierge

BEACONTECHNOLOGY

Associatescanusethisinfotomakeapersonalconnectionwithguests

Acknowledgmentofloyaltystatus

Offerforadditionalassistance

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LOYALTYMARKETPLACECulinary|Lifestyle|Sports|Entertainment MARRIOTTMOMENTS

LOYALTYMARKETPLACEANDMARRIOTTMOMENTS

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KEY TAKEAWAYS

ACHIEVINGLOYALTYACROSSGENERATIONS

ADOPTINGDIGITAL-FIRSTAPPROACH

MEASURINGCUSTOMERBEHAVIORS