Marriott Executives Explain the Brand’s Internal Strategy Shift at MIT
Photo Credit: MIT and Marriott partnered on the '6 Degrees' table, which has sensors under the surface that read social media profiles on people's phones. MIT
Skift Take
Marriott's internal story about how it's repositioning around technology, innovation, and an appreciation of both the individual guest and staff member resonates with Marriott's target Gen Y/Z audiences.
Two of Marriott’s key executives responsible for driving the hotel group’s corporate culture turnaround spoke at the MIT Design Driven Innovation conference this week in Boston.
Matthew Von Ertfelda, VP of insight, strategy & innovation, discussed the marketplace factors driving the company’s future brand strategy and development. Then Mariana Cavalcanti, VP of digital guest experience, gave an overview of how the brand is using technology to personalize the guest experience.
“Startups, entrepreneurs and disruptors are basically changing the game before most of us honestly can even learn how to play it,” said Ertfelda. “They are honing in on complacency in areas where the consumer has been overlooked or egregiously underserved.”
He explained three primary behavior and attitudinal shifts among consumers booking hotels today that impact everything Marriott is doing looking forward.
The first is the rise of millennials and Gen Z travelers who "forced Ma
